Case Study: Air Astana aligns leadership around its strategy story with Definition

Air Astana aligns 5,000 colleagues with Definition in a 20-leader strategy workshop

Air Astana, the largest and fastest-growing airline in Central Asia, faced challenges in achieving profitable expansion due to rising fuel costs and increasing competition. To succeed, they needed a compelling strategic narrative to unite their 5,000 employees. They engaged Definition to develop this internal communications strategy.

Definition hosted a strategy narrative workshop for Air Astana's senior management team, which defined key focus areas and created a visual storyboard and message matrix. From this, Definition drafted a written strategy narrative. The resulting communications campaign was successfully launched and received favorable feedback, giving the leadership team co-ownership of the strategy. Definition's work for Air Astana went on to win two Awards of Excellence.

Air Astana