The challenge

Austrian Airlines had experienced difficult times in recent years, characterized by restructuring and cost-cutting programs as well as a tough competitive situation at the airport Vienna. This contributed to the feeling of a lack of self-confidence and an inability to clearly define what Austrian Airlines stands for and what its identity is. Externally this expressed itself in an unclear positioning and a brand that had lost it’s a bit of its appeal.

Our approach

• Exploring Austrian Identity and Culture, identifying common patterns
• Developing common values and a self-understanding for Austrian
• Launch of initiatives tackling Hot Issues for future development
• Values transfer workshops with all departments

The results

• Strong engagement and mobilization of the whole organization
• Values and self-understanding that provide meaning and enjoy a high level of commitment
• Implementation of values across the organization (e.g. onboarding process, cabin trainings, performance reviews)
• Improved employee survey data indicating an increase in overall satisfaction