Airbus and Boeing are reigning on the aeronautic market and know the importance to fight between them a battle of communication, without forgetting the emergency of new planes constructors. The two brands lead a communication campaign in BtoB but also in BtoC.
Concerning the BtoB communication strategy, Airbus wants to spread a reassuring message to airlines companies and to its employees in a difficult international context. Moreover, the Airbus direction has recently changed and the communicated objectives have to be clear and precise. For Boeing, the notion of "working together" is very important and the brand focuses its communication on the future of flight. In other words, going in the same direction for a better future. We can see these values on the official website.
If we look at the BtoC communication strategy, Airbus wants to be part of a sustainable development approach with the support of the Green Wave Project in 2011 for instance. The aim of this project is to push people to make more intelligent choices in their life and to help to build a sustainable future. Airbus has organized a photography game contest : "See the Bigger Picture" and the company asks to children all over the world to take pictures which represent the idea of biodiversity.
Boeing is also concerned by the environmental issues. From 2009 to 2011, 20 billion of dollars have been invested to help local communities to reduce their impact on the environment. The brand also tries to be closer to the airlines' passengers and to better understand them. In April 2010, Boeing first appeared in the social media with the creation of 3 Twitter accounts.
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