• Internal brand engagement
  • Brand DVD

Europe-wide initiative to inspire cabin crew

This major internal brand engagement programme was resourced jointly by HR and Marketing and involved over 3,000 cabin and flight crew. The project was based on Passionbrand’s Internal Brand Engagement Framework, which involves six stages, all looked at from the employee’s point of view. In his 2007 annual review, easyJet CEO Andy Harrison cited the success of the programme as a factor in the airline’s strong financial performance.

Passionbrand’s Internal Brand Engagement Framework: developed in conjunction with HR professionals. Engagement activity is developed for each of the six stages, and carefully phased and choreographed to promote a company-wide understanding of the brand.