AWARDS 2012 CASE STUDY: Category 18: ‘SITA Brand Repositioning’ for SITA by DNX
SITA is the air transport industry’s leading communications and IT specialist and its leading innovator. The company is at the heart of the astonishing technological advances sweeping air transport. However, SITA’s image and reputation didn’t necessarily reflect this.
DNX’s task was to evolve SITA’s image in relation to the air transport industry to once again show them as pioneers.
First, brand research was conducted among customers, partners and SITA staff to gauge current and desired perceptions of the brand. This resulted in a change management programme that involved every part of the organisation touched by the brand.
As part of the collaborative brand repositioning programme, a new brand proposition was developed, a strapline, a visual creative platform and an employee engagement programme.
The internal launch included senior leadership team workshops, all employee communications, a desk drop, an email campaign from SITA’s senior leadership team, intranet takeovers and a brand ‘story book’. The external campaign showcases real success stories that demonstrate how SITA is working internally and externally with its employees, customers and industry partners to achieve success through working together.