The Future by Airbus
Corporate, B2B Communications
Delivering an envisioned future for Airbus.
Good Relations worked with Airbus over a number of years on a communications strategy to deliver brand leadership in innovation, sustainability and eco-efficiency, whilst maintaining an increased share of voice versus its key competitor Boeing.
We helped the company create a campaign called the ‘Future by Airbus’. Working from conception to delivery – we facilitated workshops, identifying and validating concepts suitable for media exploitation. We worked with key stakeholders to develop visual assets. We then led global communications campaigns to generate coverage across target markets.
Overtaking Boeing to achieve lead share of voice in the sector
In 2010, we devised a new concept plane to introduce the Future by Airbus vision. It was launched at the Farnborough International Airshow, generating over 300 pieces of international coverage and a share of voice more than seven times that of Boeing.
The Concept Cabin followed – giving insight into proposed innovations and technologies. We created a futuristic fly through film of the cabin, a series of stylised photography shots of the interior and built an interactive app to allow the viewer to walk through the cabin and interrogate its innovative technologies.
A vision of the future aviation system formed the third chapter, with Airbus enlisting the help of stakeholders and influencers to examine to alleviate challenges such as congestion, environmental, noise and cost implications of more people, on more flights. A launch event in London saw more than 45 top-tier global media take part in a discussion with industry experts from ATAG, SESAR and Sustainable Aviation.
In total, the Future By Airbus campaigns generated more than 2,500 pieces of positive coverage across world over a four year period. It also drove mass engagement on social media, gaining over 500,000 YouTube views and lifting the Airbus following on Facebook and Twitter beyond that of its rival Boeing), the vast majority of which have been recruited through Future by Airbus campaigns.
This was a
Corporate & B2B communications
Project for Airbus