Airbus North America: Marcom

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.