Assignment
PR Retainer
Client
Textron Aviation
Category
Aviation PR

building Textron Aviation's reputation for global leadership

the challenge

For more than a decade, 8020 has been international pr agency for Textron Aviation, by volume the largest manufacturer of business jets and general aviation aircraft in the world. Textron Aviation’s Beechcraft, Cessna and Hawker brands account for more than half of all general aviation aircraft flying.

Initially appointed to write a speech for the company’s Chairman & CEO, our brief rapidly grew to embrace all aspects of corporate communications. Reporting to the company’s communications director in Wichita, Kansas, we’ve acted on an ongoing basis as an extension to the in-house corporate communications team. Across Europe, the United States, Russia, the Middle East, Central Asia, South East Asia and China, we’ve supported the company remotely, on-the-ground and through our affiliate agencies.

In the highly competitive business aviation market, our challenge has been to help Textron Aviation promote and protect its reputation as an innovative, trusted and preferred provider of aircraft and services to corporations and individual globally.

performance highlights
16
New Aircraft

16 new aircraft launches

250000
Fleet growth

Global fleet growth to more than 250,000 aircraft

30
Trade Shows

More than 30 trade shows supported worldwide

8020 has been a constant and valued support over many years. They are energetic, organised, offer good advice and deliver results.
Communications Director

Textron Aviation

the approach

Our wide-ranging remit for Textron Aviation has included message development, international trade and mainstream media relations, trade show pr support, product launches, thought leadership, issues management, crisis management, internal communications, social media and CEO speech writing.

Examples of our work have included:

  • Providing an ‘always on’ press office in the European time zone for more than a decade
  • Supporting media launches for 16 new and updated aircraft types
  • Devising creative media events to increase and broaden the company’s news coverage
  • Spearheading media relations with many non-trade media, such as GQ, Tatler, Financial Times, Boat International and Bloomberg
  • Providing PR support at more than 30 major aviation trade shows, including EBACE (Geneva), Farnborough International Airshow, Paris Air Show, Moscow JetExpo, Dubai Airshow, Airshow China and ABACE (Shanghai)
  • Helping the company communicate strategic and sensitive developments externally and internally, including joint ventures, acquisitions and corporate restructurings

communications strategy

targeted campaigns

media relations

trade show communications

thought leadership

crisis media communications

social media

training

the results

The results of our work are apparent in many ways, including hard-won features in top lifestyle media, well-executed media trips, insightfully crafted CEO speeches and informative thought leadership articles. Perhaps the best measures of our value are the length of our relationship, the great variety of tasks entrusted to us and Textron Aviation’s enduring reputation as an admired and imitated industry leader.

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