Brand journalism from Boeing at the Farnborough Airshow

In May, I wrote about the Boeing site revamp in a post called The Plane Truth: Brand journalism and the new Boeing site.

Starting today, the smart communicators at Boeing have developed a site to showcase brand journalism at the Farnborough Airshow #Farn10.

The site went live today and throughout the next week they will populate it with stories about Boeing news and events at the show.

I love how the bylined articles and videos tell a story rather than push a product.

It's fascinating to see the brand journalism approach tied to a specific event.

Comments

[Ryanzuk]

Good to see a corporation as significant as Boeing embrace brand journalism. The concept fascinates me because it blends use of the social tools we now have with creative ideas, brands and audiences/people in meaningful and measurable ways. Talking about it conceptually is one thing, putting it into practice quite another - so kudos to those doing so! Imperial Sugar Co w/ the aid of David Henderson and Ed Lallo has done well here also.

David, besides great case examples what else from your writings can help companies get off the fence?

[doug hay]

Good on Boeing for thier inovative approach. A few years ago our firm pitched the now gone Boeing Internet on Planes (can't remember the exact name) division near Los Angeles but it got stuck somewhere.