Focus On: Bostik Takes its Brand to the Skies
For the first time in France, a Boeing 737-800 from the fleet of Air France-KLM subsidiary, Transavia, features a livery promoting Bostik’s new branding and identity across Europe.
With a 250-sq-m airborne display of its new graphic identity, Bostik wants to show that, when it comes to performance, the sky’s the limit. The international adhesives manufacturer recently unveiled the re-branded Boeing 737-800 airplane at Paris’ Orly airport in advance of the aircraft’s maiden flight. Bostik and its parent company, Arkema, will use this high-profile Europe-wide campaign to promote their expertise in the adhesives and materials used by aircraft manufacturers to meet their industry’s exacting specifications.
As a partner to the aerospace industry since 1954, Bostik has developed numerous adhesive solutions designed specifically for aircraft applications. Although invisible to passengers, these high-technology products play a critical role in safety and comfort, helping to ease cabin vibration during takeoff and landing, as well as reducing noise throughout the flight. Bostik became a part of Arkema early this year. Together, the two companies offer an array of products for the aerospace industry, including innovative solutions to join difficult materials, strengthen others and reduce aircraft weight.
“Making materials more lightweight is an integral part of our research and development strategy,” said Bernard Pinatel, vice president of Arkema’s high-performance materials and Bostik chairman and CEO. “This is a critical challenge in the years ahead in the drive to build even stronger and lighter aircraft, both in response to manufacturers’ needs and to reduce atmospheric emissions and noise pollution. As France prepares to host the COP21 climate conference in just a few months, we felt that it was important to re-emphasize our strategy and R&D efforts in this area.”
Brand Awareness Gets a Lift
Thanks to this 250-sq-m flying advertisement, Bostik reportedly expects to raise its brand awareness among consumers to support its shelf presence in DIY superstores throughout Europe. In addition, the campaign offers an opportunity to present Bostik’s new visual identity in a uniform way across borders, reaching the multiple markets it serves, including construction applications and industries like disposable hygiene and packaging.
The “Bostik airplane” will fly to 47 destinations in Europe in 20 different countries until the end of November, making two round-trip flights per day. In all, 145,000 passengers will travel on the plane, and millions of others will have a chance to see it at Orly Sud, its main hub, as well as during layovers.
For more information, visit www.bostik.com.