Simple Narrative: Turn BA’s 100-year story with all its highs and lows into a simple, motivating narrative on a page. 6 simple chapters that recognise the journey everyone has been on and explain how exciting the future is.

Create Collateral: A series of punchy videos (created by BA in-house team) and visuals unlike any of the old corporate vanilla material. Signal a new era and Make colleagues centre-stage.

Activation Events: Half Day events within Twickenham Stadium for 3000+ managers. Each ‘chapter’ of the Story was bought to life in a different emotional, involving experience. The energy, fun and creativity signalled a new approach to colleagues from BA.

Experiences included an Escape Room, covering a scale model of an A380 with colleague output, a 3D digital Best of British gallery built live as colleagues brainstormed, a gameshow and a rap written and performed by Jmal.

Manager Toolkits: Something for every manager to use, whatever their situation/preference, anywhere in the world, from meeting room to off-line in a broom cupboard. Each chapter of the story has its own analogue tool, and there is also a digital ‘game’ version designed for managers BA-issued iPads.

Integration with L&D: Part of the investment in colleagues is a customer service day for every employee, which INVOLVE has co-created with the L&D team at BA, applying involvement principles and the style of the activation events. Colleagues first day working at BA is also now a fully immersive experience, which involves them in the narrative in the same way.