How an EVP can lead the way when brand reputation has been damaged
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As Crown Resorts emerged from the aftermath of the Royal Commission and embarked on their next chapter with new owners, new CEOs, new consumer brand in the making and a new vision for reimagining the entertainment industry, it was only fitting that they go to market with a new EVP as well.
TQ Scope
Through CEO leadership interviews, HR collaboration workshops and interactive, online research tools, TQ drove meaningful connection and effective engagement with the diverse range of hotel, gaming, hospitality and corporate employees across three locations. Robust employee research coupled with in-depth competitor analysis and mapping enabled us to pinpoint the whitespace and key opportunities that would help to differentiate the EVP.
Outcomes
We designed a compelling EVP group-wide narrative and framework that was then fully endorsed and aligned with the consumer brand, vision and strategy, giving Crown Resorts a re-energised, united and consistent voice to go to market. This was supported by segmented messages for key talent groups to support more targeted recruitment marketing tactics.
