MITSUBISHI MRJ
ECD
MITSUBISHI MRJ
the context
recapturing an industry's confidence with a game-changing aircraft
The Mitsubishi Regional Jet (MRJ) stands out in its category, despite its arrival being delayed by various development setbacks. This caused some doubt among airline customers and key suppliers.
However, there was a bright side to the story that wasn’t getting the spotlight. Top experts from leading aerospace companies had joined to steer the project back on track. Flight tests were moving forward, achieving significant milestones, and the MRJ was gearing up for its big reveal at the Paris Air Show. The real challenge was that this progress wasn’t being communicated effectively or at all.
the idea
progress, full-throttle
We developed an editorial storytelling platform to share the stories of real progress and achievements to demonstrate the company's commitment to the future of the MRJ.
In partnership with Mitsubishi, we developed a campaign based on proof by showcasing air-to-air content to renew confidence in the MRJ among senior decision-makers at airlines and suppliers in the U.S., Europe, and Japan.
the context
recapturing an industry's confidence with a game-changing aircraft
The Mitsubishi Regional Jet (MRJ) stands out in its category, despite its arrival being delayed by various development setbacks. This caused some doubt among airline customers and key suppliers.
However, there was a bright side to the story that wasn’t getting the spotlight. Top experts from leading aerospace companies had joined to steer the project back on track. Flight tests were moving forward, achieving significant milestones, and the MRJ was gearing up for its big reveal at the Paris Air Show. The real challenge was that this progress wasn’t being communicated effectively or at all.
the idea
progress, full-throttle
We developed an editorial storytelling platform to share the stories of real progress and achievements to demonstrate the company's commitment to the future of the MRJ.
In partnership with Mitsubishi, we developed a campaign based on proof by showcasing air-to-air content to renew confidence in the MRJ among senior decision-makers at airlines and suppliers in the U.S., Europe, and Japan.
the context
recapturing an industry's confidence with a game-changing aircraft
The Mitsubishi Regional Jet (MRJ) stands out in its category, despite its arrival being delayed by various development setbacks. This caused some doubt among airline customers and key suppliers.
However, there was a bright side to the story that wasn’t getting the spotlight. Top experts from leading aerospace companies had joined to steer the project back on track. Flight tests were moving forward, achieving significant milestones, and the MRJ was gearing up for its big reveal at the Paris Air Show. The real challenge was that this progress wasn’t being communicated effectively or at all.
the idea
progress, full-throttle
We developed an editorial storytelling platform to share the stories of real progress and achievements to demonstrate the company's commitment to the future of the MRJ.
In partnership with Mitsubishi, we developed a campaign based on proof by showcasing air-to-air content to renew confidence in the MRJ among senior decision-makers at airlines and suppliers in the U.S., Europe, and Japan.
the context
recapturing an industry's confidence with a game-changing aircraft
The Mitsubishi Regional Jet (MRJ) stands out in its category, despite its arrival being delayed by various development setbacks. This caused some doubt among airline customers and key suppliers.
However, there was a bright side to the story that wasn’t getting the spotlight. Top experts from leading aerospace companies had joined to steer the project back on track. Flight tests were moving forward, achieving significant milestones, and the MRJ was gearing up for its big reveal at the Paris Air Show. The real challenge was that this progress wasn’t being communicated effectively or at all.
the idea
progress, full-throttle
We developed an editorial storytelling platform to share the stories of real progress and achievements to demonstrate the company's commitment to the future of the MRJ.
In partnership with Mitsubishi, we developed a campaign based on proof by showcasing air-to-air content to renew confidence in the MRJ among senior decision-makers at airlines and suppliers in the U.S., Europe, and Japan.
the results
discovering choice
At the Paris Air Show, we hosted 400+ journalists to showcase the MRJ’s recent accomplishments, generating high-profile coverage, including a feature on CNN. Positive message pull-through registered in 80% of the 105 pieces of coverage.
In the period following Paris, the order book for the aircraft remained fully intact, without the loss of a single order. With 233 firm orders at a list price of $47M, the program has helped ensure the preservation of $10.5B order value.
Our digital marketing program directly engaged 44 airlines – 96% of our targets – including CEOs of Air Canada, United, Delta, and 12 other airlines. 541 airline and aerospace professionals subscribed to our progress content.
the results
discovering choice
At the Paris Air Show, we hosted 400+ journalists to showcase the MRJ’s recent accomplishments, generating high-profile coverage, including a feature on CNN. Positive message pull-through registered in 80% of the 105 pieces of coverage.
In the period following Paris, the order book for the aircraft remained fully intact, without the loss of a single order. With 233 firm orders at a list price of $47M, the program has helped ensure the preservation of $10.5B order value.
Our digital marketing program directly engaged 44 airlines – 96% of our targets – including CEOs of Air Canada, United, Delta, and 12 other airlines. 541 airline and aerospace professionals subscribed to our progress content.