Foreign Aerospace Manufacturer Increases Demand in North America with Smart Local Impact
By focusing on the American production companies who played a large role in the manufacturing of the A380 aircraft, the newly changed perception gave way to sales of the aircraft.
Marketing Challenge
Airbus, a European aircraft manufacturer, sought to allay the stigma of foreign ownership perceived by members of the United States Congress. Through marketing communications, Airbus hoped to improve American opinion of the company and to ultimately increase government demand for its landmark A380 airliner—a product with direct competition from Boeing, the gold standard and incumbent market leader.
Strategic Solution
Leveraging Airbus’ extensive U.S. manufacturing footprint, and focusing on the domestic profitability of A380 production, Borenstein positioned Airbus as the world’s largest export customer of the U.S. aerospace industry, and boon to the interests of the congressional electorate. Thanks in part to these efforts, the U.S. Air Force placed a multimillion-dollar order for new Airbus planes, elevating the company’s standing and displacing Boeing’s monopoly.
Results
As a result of the Borenstein Group’s strategic brand positioning and creative execution, Airbus was able to earn both mindshare and marketshare in the competitive U.S. market, during a period of time when domestic purchasing was at the top of decision makers’ agendas. By showing how Airbus provides job growth and stimulates the national, state and local economies, Borenstein’s campaign effectively overcame a marked perception challenge. Airbus achieved significant growth, and become a major player in U.S. market.
