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Airbus North America: Branding Case Study

January 3, 2014/ by Gal Borenstein

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.

 

 

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From our Blog

  • Borenstein Group Named Best 2021 Web Design Firm and Best Digital Marketing Firm in Washington DC by Digital.com February 19, 2021
  • WESCORP Unveils Next Generation of Mission-Grade Industrial Surface Coatings with Fresh New Digital Branding. December 23, 2020
  • 7 Web Design Trends That Will Shape Your 2021 Digital Brand Strategy December 23, 2020

Borenstein Group

The Borenstein Group is a Washington DC’s Top Digital Marketing Agency for Integrated Marketing Communications. We develop Brand Strategy, Brand Design and Brand Content for emerging and market-leading IT, Professional Services, Federal Contractors, Business Services, as well as Public Sector markets.

As a stellar creative agency, with 25 years of experience, Borenstein is ranked at Chief Marketer’s Top 50 B2B Agencies, Clutch’s Top Digital Branding Agencies, Expertise’ Top Advertising Agencies, and Washington Business Journal’s Top Advertising Agencies the Washington DC region.

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Call us at 703.385.8178 x1 for a no-obligation strategic assessment of your digital brand.

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