Getting employees moving in the same direction
Pilot Travel Centers: Leadership conference
After being acquired by Berkshire Hathaway, Pilot Company needed to roll out its new strategic vision to take the travel center brand into the future. The challenge? Getting 30,000 employees—including 26,000 frontline staff and drivers—to rally around the vision.
Our 360 internal campaign focused on the most important channels for employee communications: email, the company intranet, and conversations with their managers.
The hand-drawn look and feel were a nod to Pilot’s new values: Driven, Reliable, Authentic and Welcoming (DRAW).
Employee features and stories made new concepts and language relatable and showed employees they matter.
The campaign included videos, swag, podcast episodes, digital posters, newsletter content and a discussion guide for managers.
After a town hall launch of the vision, Pilot saw a 1,200% increase in post-event survey engagement, and employees ranked their understanding of the new vision an 8.5 out of 10.
Additional creative credits: Alyssa DiJoseph, Kelsey de St. Germain, Demitri Powers
Sustainable Brands marketing awareness booth
Additional creative credits: Pamela Fiehn, Mike Marquard