Impact Public Affairs worked with Airbus to reposition its aircraft and corporate profile in Canada. The particular focus was to position Airbus in its campaign to replace Canada’s search and rescue aircraft.
The motto of the campaign was that Airbus offered a “Proven, reliable and low-risk solution” for Canada. That meant highlighting the C295W’s position as market leader in its class, highlighting sales success around the world, reinforcing where the aircraft was already operating in similar conditions, and bringing an aircraft on a tour of Canada’s north to highlight its capabilities.
Impact Public Affairs worked to rebrand Airbus with publicity and media in Canada and built a message for Airbus as a reliable, leading solution.
RESULTS: SECURING THE FUTURE OF SEARCH AND RESCUE IN CANADA
These efforts led Airbus to successfully win the contract with the Canadian government to build 16 new search and rescue planes. In addition, the contract included a support contract for up to 20 years. All told, this is worth almost $5 billion dollars over the life of the contract. Airbus aircraft will be serving Canadians for decades to come.