Each story averaging:
The Challenge
Tarmac’s One Magazine had served the business for seven years, but readership insights showed that colleagues – particularly frontline teams spread across 100+ sites – preferred digital content. Many of these colleagues lacked access to the intranet, making it difficult to reach a large percentage of the workforce. The challenge was to reimagine the channel as a digital-first, accessible, and measurable platform that frontline colleagues would genuinely use.
The Solution
Colleagues from a range of roles and locations shaped the direction of the work through surveys, interviews, and a dedicated testing group. Their input pointed toward a mobile-friendly news experience designed for quick, real-life consumption: bitesize content, conversational storytelling, interactive formats and spaces where colleagues could share their own perspectives.
This insight led to the creation of One News, a secure, WordPress-built platform accessible through payroll-verified registration. The editorial strategy placed frontline stories at the centre, elevating user-generated content and building a sense of ownership across the workforce. Engagement tools – from points and leaderboards to themed awards and exclusive initiatives like a Fantasy Premier League competition – created momentum and gave colleagues more reasons to return, participate and connect.
“It’s great that we can easily submit our own stories. It helps us to share our good news and gives every Tarmac colleague a chance to have their say.”
Nick Robbins, Account Director, 44 Communications
“I like that the new stories are at the top – it’s easy to see which ones I haven’t read before.”
Tarmac colleague
“One News is a great way to stay updated on other Tarmac sites.”
Tarmac colleague
The Results
The impact was immediate and sustained. In just six months, One News attracted 1,157 colleagues, including 339 from site-based roles. Gamification proved a powerful catalyst, with more than a million One News points earned – resulting in a tenfold increase in likes and comments. By August 2025, registrations had climbed to 1,526, with 693 frontline colleagues actively signed up.
Engagement held strong, with each story averaging 145 views, 29 likes and 13 comments – a 29% engagement score that positioned One News as a trusted, high-performing channel for keeping Tarmac’s dispersed workforce informed, involved and connected.
“The launch and development of One News was an exciting moment for us. We built a lively and much-loved place for Tarmac’s frontline colleagues to share news and build connections across the country that was ever evolving to meet the requirements of the client and its workforce.”
Jonathan Hooke, Senior Project Manager, 44 Communications
