Background

As the world's largest aerospace and defence business, The Boeing Company has had a long and successful trading relationship with the United Kingdom.

Over recent years however the European aerospace industry has consolidated into more focused and efficient competitors. The increasing political and economic power of the European Community, and Britain's closer and closer involvement, has placed new pressures on the selection process of new aircraft and equipment.

Research carried out by The Square on Boeing's behalf revealed a large measure of ignorance and prejudice about the contribution that 'buying Boeing' brings to the UK economy.

Solution

The Square recommended that Boeing run an 'information' campaign using highly targeted media to reach relevant decision makers - particularly within Government circles. A series of advertisements was created, each using a specific statistic to communicate the contribution that buying Boeing brings - not just directly to the British exchequer, but indirectly through the turnover and employment that Boeing generates in many of the country's aerospace companies.

Results

The campaign is achieving its objective of communicating a better understanding of Boeing's relationship with Britain. Awareness amongst key decision-makers has increased, and new contracts are being won.