Boeing, the world's leading aerospace company and the largest manufacturer of commercial jetliners, turned to ICON in Singapore for our expertise in media relations and specialist understanding of the global aviation industry.

OBJECTIVES

To position Boeing as the world's leading aerospace company operating across the commercial, defence and space sectors and as a committed partner and contributor to the development of Singapore as an aviation hub. To develop relationships with key stakeholders in Singapore, including media, analysists, customers, government-linked organisations, research institutes and the broader community.

CHALLENGES

Widespread lack of understanding of the full scope of Boeing's capabilities and strength of the business; misperception of Boeing as primarily a manufacturer of commercial airliners and over-reliant on derivative models; general lack of industry knowledge amongst key local media, particularly from the newswires and broadcast media.

RESULTS

The outstanding commercial success and technical innovation of Boeing's B787 Dreamliner and new models of the B777 and B747 has reversed the perception that Boeing was losing ground in the race to be the world's #1 commercial manufacturer. Boeing's broader relationship with Singapore has also been emphasized by the sale of F-15SG strike fighters to the Republic of Singapore Air Force; research & development contracts with local institutions; and the opening of Boeing subsidiary Alteon's largest pilot training centre in the Asia-Pacific region. These developments have been fully reported in local news, business and trade media and in non-traditional media outlets such as design magazines, which have focused on the passenger-pleasing innovations on the B787.