Modernizing A Brand & Narrative
TELUS International needed to catch the company’s messaging and perception up with progress it had made — and with customer expectations.
200+
articles
17%
↓ BPO references
55+
hits on new PR platforms
Client
TELUS International
Industry
Technology
Artificial Intelligence
Retail & CX
Insights
The company's legacy BPO positioning was no longer relevant and it was taking a hit on perceived value.
Idea
Reposition as a modern digital services provider and enter into new, nationally relevant conversations to show proof of its transformation.
NEW MESSAGE, NEW TOPICS
We began with a master narrative and messaging exercise, giving TELUS International a fresh and compelling common language to speak about its current business. We then leveraged acquisition and IPO news to get its "new economy services" story out into the market and continually introduced strategic new PR platforms tied to offerings — including why digital customer experience is such a hot issue and the real story behind content moderation — supported through survey reports and executive POV.
IMPACT
The reimagined narrative and PR program helped TELUS International resonate with its audience and reposition itself as a business at the forefront of customer experience. It nearly eliminated BPO references and delivered impactful coverage in Barron’s, Bloomberg, Forbes, Fortune, Reuters, CIO and more.
