- STAKEHOLDER ENGAGEMENT
DCNS – Australia’s future submarine partner.
The Future Submarine Project represents one of the largest defence contracts Australia has ever seen. The first phase was a highly competitive, $50 billion tender process, with bids from three close competitors: the Japanese government, a German organisation and a French company, DCNS. The French naval shipbuilding company, DCNS, was a relatively new brand entering the Australian market.
Our challenge was to raise awareness of DCNS, build positive sentiment, and engage an extremely broad range of stakeholders, including the Federal Government, Department of Defence and the Royal Australian Navy.
Other stakeholders included the South Australian community, SA State Government, media, the defence industry, and the Australian general public.
To connect with such a broad spectrum of audiences, our strategy was to tell the DCNS story in a relevant, Australian context.
Key messages included:
- Future job creation.
- The transference of knowledge, skills and technology to Australia.
- Our shared defence heritage with France.
- The capabilities and innovations of DCNS’s submarine.
We created and launched a new Australian DCNS website within eight weeks, and developed a stakeholder engagement campaign in collaboration with our clients’ graphic design and computer animation partners.
A comprehensive external campaign included press, outdoor, airport signage, digital, and community engagement development and implementation.
On April 26, 2016 DCNS was selected as the preferred international partner for the design of 12 future submarines for the Royal Australian Navy to be built in Australia.