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SOCAP Symposium: How to Speak in One Consistent Brand Voice – Air Canada Case Study

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SOCAP Symposium: How to Speak in One Consistent Brand Voice – Air Canada Case Study
April 25 @ 1:45 pm
April 25 @ 2:50 pm
SOCAP International
Fairmont Chicago, 200 N. Columbus Drive
Chicago, IL 60601 United States





I’ll be co-presenting with Vicki Benoit, Air Canada’s Director of Customer.


In this session, Vicki Benoit of Air Canada will provide a case study that describes the “AC Talks” project it completed in 2016, with the support of Leslie O’Flahavan of E-WRITE. The AC Talks project broke down silos at Air Canada and enabled teams from different parts of the airline to work together toward a unified goal: Use Air Canada’s updated brand voice to communicate with customers and build connection. Though seemingly impossible, the AC Talks project brought together people from the Customer Relations, Baggage, Refunds, Cargo, Marketing, Legal, and Communications teams. These teams worked together to define and document Air Canada’s brand voice then disseminate it throughout the customer care organization so frontline agents could use the updated brand voice when writing to customers about anything from flight delays to damaged baggage to stranded shipments of lobsters! The goal of Air Canada’s AC Talks brand voice project was to help the company write to customers in an updated, modern, aligned brand voice. Vicki Benoit and Leslie O’Flahavan will share their approach to planning a brand voice project that integrated diverse teams and harnessed their efforts toward the same goal.


  • You will learn the 10 steps you need to take to launch a brand voice project for your organization. During the workshop, you will have a chance to use our “Puzzle Piece” method to develop a plan for your brand voice project. (Yes, this will involve actual puzzle pieces.)
  • You will learn which decision-makers you must include to make the brand voice project a success, especially the decision-makers who are outside the customer care organization.
  • You will learn how to use project management techniques to identify goals, build a project schedule, and document the success of your brand voice project.
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