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Airbus

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How did the leading aerospace company engage more journalists in its annual press conference? We prepared the company’s most senior executives to deliver annual results over an interactive online TV stream.

Airbus Group is a manufacturing and technology company whose portfolio spans fighter jets, space launchers and the world’s most recognisable commercial aircraft — the A380 Superjumbo. Its Annual Press Conference showcasing the year’s performance has historically meant transporting hundreds of journalists to a European location, reducing its potential reach as many global outlets were simply unable to attend. For 2017, the company decided to trial a digital conference, available to journalists worldwide.
We helped the Comms team develop a plan for the format and communications logistics of the Conference. We advised that to be engaging, and to deliver the right outcomes, the executives would need to deliver a plausible and convincing ‘panel show’. We coached the host, the chief executive officer, the chief operations officer, and chief financial officer to manage the difficult studio conditions and the absence of an audience through one-on-one coaching and intensive rehearsals.
Airbus Group was able to successfully interact with journalists in locations as remote as Los Angeles and South Korea, and received far higher levels of engagement than in previous years. The APC event page received record numbers of views and high levels of positive feedback from participants, and a thirty per cent reduction in budget.
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