Managing News

Managing News

The issue.

CONNECTING AIRBUS TO AMERICANS

Airbus has had a North American presence since the late 1970s, but it was not until 1988 that the European manufacturer started to achieve a significant market share in the United States and Canada. With the arrival of the A320 family of fly-by-wire aircraft, the Airbus presence in North America was solidified. Yet Airbus faced unique challenges and perceptions from the public, as well as political leaders, as a European company which manufactured aircraft outside the U.S.

In 2012, Airbus took a bold step to literally put the “Made in the USA” stamp on its aircraft by opening its first U.S. manufacturing facility in Mobile, AL. Xenophon helped announce the opening of the facility which showcased Airbus efforts to provide hundreds of jobs to people in the Gulf Coast region. The story was a key piece of a larger campaign to blunt criticism from supporters of the company’s primary competitor’s and significantly shifted public opinion in favor of the aircraft manufacturer.

The solution.

CREATE AN AMERICAN BRAND IMAGE FOR AIRBUS

How we did it.

THE FOLLOWING TACTICS WERE KEY TO THE SUCCESS OF THIS PROGRAM

Advertising
Collateral Material
Media Mapping
Message Development
News & Social Analysis
News Creation
Social Media
Wed Design
XenWatch™: News and Digital Monitoring & Analysis
[wpforms id="11393" title="false" description="false"]
<div class="wpforms-container wpforms-container-full" id="wpforms-11393"><form id="wpforms-form-11393" class="wpforms-validate wpforms-form" data-formid="11393" method="post" enctype="multipart/form-data" action="/work/managing-news/" data-token="f997fa81f139456689dad4667b4a3283"><noscript class="wpforms-error-noscript">Please enable JavaScript in your browser to complete this form.</noscript><div class="wpforms-field-container"><div id="wpforms-11393-field_0-container" class="wpforms-field wpforms-field-name name" data-field-id="0"><label class="wpforms-field-label" for="wpforms-11393-field_0">Name <span class="wpforms-required-label">*</span></label><div class="wpforms-field-row wpforms-field-medium"><div class="wpforms-field-row-block wpforms-first wpforms-one-half"><input type="text" id="wpforms-11393-field_0" class="wpforms-field-name-first wpforms-field-required" name="wpforms[fields][0][first]" required><label for="wpforms-11393-field_0" class="wpforms-field-sublabel after ">First</label></div><div class="wpforms-field-row-block wpforms-one-half"><input type="text" id="wpforms-11393-field_0-last" class="wpforms-field-name-last wpforms-field-required" name="wpforms[fields][0][last]" required><label for="wpforms-11393-field_0-last" class="wpforms-field-sublabel after ">Last</label></div></div></div><div id="wpforms-11393-field_1-container" class="wpforms-field wpforms-field-email" data-field-id="1"><label class="wpforms-field-label" for="wpforms-11393-field_1">Email <span class="wpforms-required-label">*</span></label><input type="email" id="wpforms-11393-field_1" class="wpforms-field-medium wpforms-field-required" name="wpforms[fields][1]" required></div><div id="wpforms-11393-field_7-container" class="wpforms-field wpforms-field-text" data-field-id="7"><label class="wpforms-field-label" for="wpforms-11393-field_7">Title &amp; Organization <span class="wpforms-required-label">*</span></label><input type="text" id="wpforms-11393-field_7" class="wpforms-field-medium wpforms-field-required" name="wpforms[fields][7]" required></div><div id="wpforms-11393-field_2-container" class="wpforms-field wpforms-field-textarea" data-field-id="2"><label class="wpforms-field-label" for="wpforms-11393-field_2">What&#039;s the situation? <span class="wpforms-required-label">*</span></label><textarea id="wpforms-11393-field_2" class="wpforms-field-medium wpforms-field-required" name="wpforms[fields][2]" required></textarea></div><div id="wpforms-11393-field_4-container" class="wpforms-field wpforms-field-checkbox wpforms-list-2-columns" data-field-id="4"><label class="wpforms-field-label" for="wpforms-11393-field_4">I need:</label><ul id="wpforms-11393-field_4"><li class="choice-9 depth-1"><input type="checkbox" id="wpforms-11393-field_4_9" name="wpforms[fields][4][]" value="COVID-19 Response" ><label class="wpforms-field-label-inline" for="wpforms-11393-field_4_9">COVID-19 Response</label></li><li class="choice-5 depth-1"><input type="checkbox" id="wpforms-11393-field_4_5" name="wpforms[fields][4][]" value="Get Me In/Out of the News" ><label class="wpforms-field-label-inline" for="wpforms-11393-field_4_5">Get Me In/Out of the News</label></li><li class="choice-6 depth-1"><input type="checkbox" id="wpforms-11393-field_4_6" name="wpforms[fields][4][]" value="Public &amp; Media Relations" ><label class="wpforms-field-label-inline" for="wpforms-11393-field_4_6">Public &amp; Media Relations</label></li><li class="choice-1 depth-1"><input type="checkbox" id="wpforms-11393-field_4_1" name="wpforms[fields][4][]" value="Crisis &amp; Issues" ><label class="wpforms-field-label-inline" for="wpforms-11393-field_4_1">Crisis &amp; Issues</label></li><li class="choice-7 depth-1"><input type="checkbox" id="wpforms-11393-field_4_7" name="wpforms[fields][4][]" value="Influencing Congress &amp; Regulators" ><label class="wpforms-field-label-inline" for="wpforms-11393-field_4_7">Influencing Congress &amp; Regulators</label></li><li class="choice-2 depth-1"><input type="checkbox" id="wpforms-11393-field_4_2" name="wpforms[fields][4][]" value="Marketing" ><label class="wpforms-field-label-inline" for="wpforms-11393-field_4_2">Marketing</label></li><li class="choice-3 depth-1"><input type="checkbox" id="wpforms-11393-field_4_3" name="wpforms[fields][4][]" value="Social &amp; Digital Media" ><label class="wpforms-field-label-inline" for="wpforms-11393-field_4_3">Social &amp; Digital Media</label></li><li class="choice-4 depth-1"><input type="checkbox" id="wpforms-11393-field_4_4" name="wpforms[fields][4][]" value="Media Training" ><label class="wpforms-field-label-inline" for="wpforms-11393-field_4_4">Media Training</label></li><li class="choice-8 depth-1"><input type="checkbox" id="wpforms-11393-field_4_8" name="wpforms[fields][4][]" value="Websites, Videos &amp; Creative" ><label class="wpforms-field-label-inline" for="wpforms-11393-field_4_8">Websites, Videos &amp; Creative</label></li></ul></div><div id="wpforms-11393-field_5-container" class="wpforms-field wpforms-field-radio" data-field-id="5"><label class="wpforms-field-label" for="wpforms-11393-field_5">I would like for you to... <span class="wpforms-required-label">*</span></label><ul id="wpforms-11393-field_5" class="wpforms-field-required"><li class="choice-1 depth-1"><input type="radio" id="wpforms-11393-field_5_1" name="wpforms[fields][5]" value="Send Me Information" required ><label class="wpforms-field-label-inline" for="wpforms-11393-field_5_1">Send Me Information</label></li><li class="choice-2 depth-1"><input type="radio" id="wpforms-11393-field_5_2" name="wpforms[fields][5]" value="Call me" required ><label class="wpforms-field-label-inline" for="wpforms-11393-field_5_2">Call me</label></li></ul></div></div><div class="wpforms-field wpforms-field-hp"><label for="wpforms-11393-field-hp" class="wpforms-field-label">Email</label><input type="text" name="wpforms[hp]" id="wpforms-11393-field-hp" class="wpforms-field-medium"></div><div class="wpforms-submit-container" ><input type="hidden" name="wpforms[id]" value="11393"><input type="hidden" name="wpforms[author]" value="1"><input type="hidden" name="wpforms[post_id]" value="10076"><button type="submit" name="wpforms[submit]" class="wpforms-submit om-trigger-conversion" id="wpforms-submit-11393" value="wpforms-submit" aria-live="assertive" data-alt-text="Sending..." data-submit-text="Submit">Submit</button></div></form></div> <!-- .wpforms-container -->