An Airbus A380 flies through cloud during a display flight at the Farnborough Airshow 2012 in southern England July 9, 2012.  REUTERS/Luke MacGregor  (BRITAIN - Tags: TRANSPORT BUSINESS TPX IMAGES OF THE DAY) - RTR34RN6

Airbus | Farnborough Airshow 2016

AD UNIT | PICTURES | SOCIAL MEDIA| VIDEO

The challenge

The growth of mega-cities, larger transport hubs and increasing traffic will present air transportation with a new set of problems to overcome. Airbus wanted to raise awareness of these problems, and to educate C-suite executives and decision makers that Airbus offers solutions.

 

The solution

We delivered a campaign through a multi-channel approach on reuters.com and Airbus’ own sites across desktop, tablet and mobile, targeting global CEOs, senior decision makers and aviation professionals. The campaign executed visually creative and engaging content that positioned Airbus as the aircraft manufacturer with a clear strategy to address future challenges.

 

Content hub

A content wall on reuters.com utilized segmented targeting to reach the right audience at the right time. We incorporated video produced by Airbus, and used its in-house newsroom and content solutions team to create short daily videos, uploading them to the content wall and sharing them via social media. The content captured the attention of decision makers before, during, and after the Farnborough Air Show.

Social media

The campaign was supported by Twitter and Instagram live feeds to drive the conversation in real time and give the people that matter the opportunity to challenge Airbus, as well as share inspiring news from the Farnborough show. A dedicated Reuters social media specialist directed the conversation on the ground, tweeting from the show. Social media amplification positioned Airbus as not only the thought leader in the sky but also as a company that wants to engage, listen and be challenged by its core target audience.

 

Photography

Reuters also placed one of its world-renowned photographers on location, capturing the most exciting moments from the show. High quality pictures were posted to the content wall on a daily basis and shared via social media.

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