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Embraer - Incredible Journeys
At the same time as Airbus launched its 50th anniversary campaign,Embraer released another in its series of “Incredible Journeys” videos.
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We first covered this campaign in our September 2018 issue, whenEmbraer launched the series.
Incredible Journeys follows TV presenter (and former UK Royal Marine) Arthur Williams to different places around the world.
As part of that he profiles different airlines using the E190-E2, and brings Embraer aircraft to life in a much more effective way than you would have through a standard corporate video.
In episode one, Williams visited the E-190-E2 launch customer Wideroe in Norway. Episode two was filmed at London City Airport (where most takeoffs and landings come from E-170s and E-190s), as well as the 2018 Farnborough Air Show.
Meanwhile episode three saw Williams go to Vietnam, to look at how Embraer aircraft were helping airlines take advantage of the country’s growing tourism market.
The fourth installment of Incredible Journeys sees Williams going to the USA, first of all to Fort Lauderdale, Florida, where he attends a press event at the Embraer offices, before flying to Indianapolis.
In Indianapolis, he meets with Brian Bedford of Republic, who talks about why the airline operates almost 200 Embraer aircraft.
Yes, the aim of Incredible Journeys is to promote Embraer aircraft, and yes, very occasionally corporate and brand messages are shoehorned in, in a way that doesn’t sound 100% natural.
That aside though, the series is excellent, and is a good case study and example for industry marketing professionals to look at when thinking about their online video and storytelling efforts.
As a pilot himself, Arthur Williams is an engaging presenter, who is clearly enthusiastic about the subject matter.
The length (around 10 minutes per episode), allows Williams and Embraer to look at the subject in reasonable detail without it being too long.
Finally, the format, of part AV Geek video, part travel show, really works and the production values and investment are clearly very high.
