The Sound of Flight

The Sound of Flight campaign objectives:
• Reach and engage senior-level aviation industry professionals in relevant job types globally and aviation fans
• Showcase ‘hero’ engines and communicate key brand and product messages to reaffirm innovative brand positioning

To drive the following KPIs, we devised a social media led campaign with job role, companies and location targeting capabilities to reach audiences, and a more creative, innovative approach to generate engagement reaffirming the brand messages and positioning.

Metrics:
• Reach and impressions
• Engagement
• Video views and plays
Target Audience

Aviation industry professionals globally with particular focus on employees at aircraft manufacturers, other aviation engine manufacturers and aerospace component providers, military, air forces, and working for airlines.

Job titles included those in:
• Engineering
• Software Engineering
• Design
• Manufacturing
• Operations
• Business Development
• Procurement
• Sales
• Managerial roles
• C-Suite

Given the dominance of Boeing, Airbus, Rolls-Royce and Pratt & Whitney in the crowded aviation digital media landscape, and their size, scale and product range, GE Aerospace wanted a global brand awareness campaign to reach out, to cut through the noise and the general aviation content, and to engage the audiences in a new and innovative way.

The strategy was to reinforce their innovator positioning, by showcasing ‘hero’ innovative products using this innovative industry-first, which brought three GE Aerospace engines to life in 360° spatial sound technology, demonstrating they are true innovators – in their engines, in creative and in the media chosen for this campaign.