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The Big Picture – Communicating Corporate Values

October 6, 2010

Finding genuinely effective ways to communicate change in a business can be a challenge. Emails get deleted, newsletters get recycled and live presentations are easily forgotten.

the IMAX cinema

Team building at the largest cinema screen in the UK

With this conundrum in mind Foster’s Group approached Fresh Tracks to come up with a team activity that would bring to life the launch of their new company identity – Treasury Wine Estates. The strategic decision to separate the Foster’s beer and wine business marked a major change not just in name but also in culture, as the company transforms from a general drinks business to a wine specialist.

As with any change there was a degree of cynicism ahead of the conference, especially toward some of the new values and language being used.

Fresh Tracks responded by creating a challenge that required the teams to explore the recently published company values and make a 30 second film capturing the spirit of the new business. London’s BFI IMAX with the largest cinema screen in the UK made for the perfect location.

In the morning teams sprinted around London’s Southbank in search of locations and props for their films which they then filmed on high definition video cameras. Back in the IMAX, 24 edit suites were waiting for the teams to tweak their production – all before lunch.

The afternoon featured presentations from the company’s key executives including their Master of Wine, alongside specially commissioned videos also produced by Fresh Tracks and projected onto the huge IMAX screen, linking London to the vineyards in Australia.

Treasury Wine Estates were delighted with the outcome stating; “Thank you for your help with the conference. Everyone said it was the best they have ever been to. The team activity went down a treat and really helped ingrain some of our core values with everyone.”

The finale featured the playback of all of the teams’ films with an Oscar style ceremony for the winning productions.

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