Exporting Internal Communications to Austrade

Leading With Insight to Deliver Impact

Project Scope
Strategic communications
Internal communications
Art direction
Brand strategy


The Australian Trade and Investment Commission (Austrade) is the government agency who promotes Australian trade, investment and education to the world.

Austrade created a range of new services, and came to us to:

  • Name and position the services through a go-to-market strategy
  • Develop a clear value proposition for each; and
  • Empower employees to speak confidently about them.

We used persona and audience mapping to understand the detail of the new products; then aligned them with the wants and needs of not just the Austrade Staff; but also the end users - Aussie business owners themselves. This led to the discovery of four new ways of communicating the products clearly to internal staff.



We created a series of assets to help Austrade staff tell consistent, cohesive and compelling stories of the new products. These include: A Manager’s Guide, Pitch Presentations, and Animated Explainer Videos.


“From the first meeting, to the last deliverable, Hotwire’s work was consistently of a high calibre. The Hotwire team had the ability to distil complex information into a strategy with tangible outputs. Importantly, they were able to act swiftly to identify gaps following initial strategy discussions, pivoting to a new approach that would ensure outputs were genuinely customer centric.”

Tanya Miocic,
A/G Manager Employee Communication and Engagement


senior managers briefed on using the manager’s guide


employees viewed the animated video series


staff have used the pitch pack

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