EMBRAER : JOURNAL OF WONDER
Embraer needed to celebrate its 50th anniversary on August 19, 2019. The event was to be celebrated internally but had to include an external audience also. The company also wanted to find a way to tell stories about Embraer’s entire 50-year journey.
Create a content hub full of news articles to tell Embraer’s stories. The topics, divided under the headings – Hearts, Horizons and Machines -, relate to the people that have taken part in the company’s journey, the history of its aircraft, the technology behind it all and the space that Embraer occupies in the universe of aviation. The material, displayed in the format of articles, quizzes, infographs, image galleries and news reports, was produced by a team of journalists, designers, editors and translators, who came together to publish the content in Portuguese and English so Embraer could reach all audiences.
More than 70 published articles circulated in the company’s social networks and internal channels.
The social media engagement, without a financial investment, totaled 73,770 reactions and shares. Embraer’s website audience almost doubled in the first half of 2019 as compared with the same period in 2018. With the help of PR, the articles were published in portals like UOL and mentioned organically in YouTube’s largest aviation channel “Aviões e Música” (Aircraft and Music). The Journal of Wonder contract was renewed even though the 50-year celebrations were over.