Thousands of staff wary of a cross-town relocation were kept in the loop and encouraged to embrace the journey; the program results delighted the client.

Client brief
Design and implement an integrated internal communications campaign that smoothes the path, helping us with staff retention during a cross-town HQ relocation.

ABT brand experience
We worked with the client’s internal comms team on a campaign - entitled ‘Movin’ - that used assorted footwear as a visual metaphor for Optus’ HQ relocation to Macquarie Park. Our versatile comms campaign covered key phases including Moving There, Working There, Getting There and Being There. Using a broad array of multi-media information to inform and engage all staff through the relocation process ABT helped audiences relish, not resent the move.

Results
Anecdotal feedback was highly positive and face-to-face leadership briefings suggested that projected staff attrition rates would be substantially lower than anticipated. The move’s implications and benefits had been clearly and effectively conveyed.