North America

Boeing

Boeing Commercial Airplanes needed to reassert its position as the pioneer in the industry by demonstrating its vision and commitment to innovation. The strategy included leveraging Boeing's revolutionary 787 Dreamliner to launch an aspirational brand positioning based on the dream of flight, and reach airline customers, employees and passengers in new and unexpected ways.

The solution was to create the DreamSpace - an experiential marketing exhibit featuring the 787 Dreamliner's revolutionary technology. The environment provided an attractive interactive destination for showcasing Boeing Commercial Airplanes' brand, products, services and supplier partners (e.g. General Electric, Rolls Royce). Featuring an inside look at the 787 Dreamliner, the DreamSpace was launched at the 2004 Farnborough Air Show (the industry's leading air show) and consisted of:

The DreamSpace was a dream come true. Boeing Sales successfully hosted key airline customers, industry & government VIPs and media in the space, impressing visitors and customers alike. The DreamSpace was a key part of an integrated launch of the 787 Dreamliner.

Independent consultants reported that "The DreamSpace was totally unexpected, a genuine surprise. The style was clearly unlike any other at Farnborough, not at all like a traditional 'trade show' exhibit."