A leader in flight helps the next generation get their wings.
Textron Aviation knows how to build one hell of an airplane. But sometimes they need help building brand stories — emotional ones that resonate with pilots, existing employees and new recruits.
In this case, the company wanted to show that they’re more than a leader in aircraft manufacturing. They also lead the way in stoking people’s passion for flight.
The Terrain
As brand consultants, we helped Textron Aviation’s marketing lead build an internal case for spotlighting how the company supports the next generation of flight enthusiasts.
We audited the competition, along with out-of-category brands and Textron’s own existing content. Then we brainstormed opportunities for emotional storytelling and drafted copy that proved how the journey of flight isn’t just Textron Aviation’s business. It’s their lifeblood.
The Path
