Marketing Collateral:
Airbus

Marketing Challenge:
Airbus, a European aircraft manufacturer, sought to allay the stigma of foreign ownership perceived by members of the United States Congress. With this effort, Airbus hoped to improve American opinion of the company and to ultimately increase government demand for its landmark A380 airliner when competing with Boeing, the gold standard and incumbent market leader.

Strategic Solution:
Leveraging Airbus's extensive U.S. manufacturing footprint, The Borenstein Group focused its communications on the distinctly American companies, workers and revenues stimulated by A380 production. Highlighting both empirical economic benefits as well as the individual "faces" of American workers, Borenstein seamlessly integrated an intellectual, yet emotional appeal, positioning Airbus rightfully as the world's largest export customer of the U.S. aerospace industry and boon to the interests of the congressional electorate. In mid-2008, the U.S. Air Force placed a mega-million dollar order for new Airbus planes, elevating the company's standing and displacing Boeing's monopoly in aerospace and defense.

"I highly recommend The Borenstein Group as a well-rounded integrated marketing communications firm. Borenstein possesses what every marketing communications professional needs and wants: a creative team with the ability to think fast, strategically, creatively, and to be a great listener and flexible partner. The personal, face-to-face interaction they provided was much appreciated! The brochure Borenstein helped develop for Airbus North America was on-target, on-message, and achieved our goal of sending a compelling brand message to the market in support of our A380 marketing program."
Kristi Tucker, Communications Director
Airbus North America Holdings, Inc.