94+ PAGES OF EASY TO DIGEST, REGULATORY COMPLIANT COPY
May – August 2020
94 Page Annual Report
16 Page Corporate Plan
Western Sydney Airport will be Sydney’s second international airport, designed to be open 24 hours and with curfew-free operations. Currently under construction, it’s expected to open December 2026.
Every year Western Sydney Airport is required to publish an Annual Report and Corporate Plan detailing their progress and status.
For 2020, they were determined to release an Annual Report and Corporate Plan that were more concise, easier to read, and more accessible to the community, while still meeting regulatory guidelines.
The first step was to determine Western Sydney Airport’s requirements, and in particular their ideal Tone of Voice. Connecting with their senior team, we assessed their needs and provided recommendations. We then narrowed down the potential options until we identified the perfect voice and the best approach for their target audience.
Next, we assembled a specialist copywriting team who went through the core materials from each of Western Sydney Airport’s business units, dissecting the copy and rewriting it into a 94 page document that would become the first draft of the Annual Report.
This draft was assessed by the Board, revised based on their feedback, and then proofread and finalised for design.
Simultaneously we worked on the Corporate Plan, again pulling information together from across Western Sydney Airport’s teams, and drafting a document tailored to their requirements and intended readership.
The documents were concise, easy to digest, and effectively engaged the community. Their readers were able to clearly understand Western Sydney Airport’s current business status and plans for the future, and connect with their key objectives and priorities moving forward.
And while holding the community at their heart, both the Annual Report and Corporate Plan still met the regulatory requirements for a Government Enterprise.
WHAT THEY HAD TO SAY
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