The digital and social media requirements for Bombardier Aerospace’s major international industry events are unique. Their audience is not the general public, nor is it business-to-business. Their audience is industry media and the goal is to shape and steer the conversation.
Bombardier transparently, and publicly, take conversations away from competitors through the use of event created short video content and proactively seeking out media at the events. This allows the aircraft manufacturer to control the direction of conversations, both favourable and unfavourable.
We have worked on-location with corporate communication and the C suite, creating real-time social strategies that drove the dialog and allowed narratives to be developed – and redeveloped on the fly.