“Watch This Space” encouraged audiences to look up and imagine what modes of transport could be taking to the skies above us in the next few years. Alongside its creative agency, Rees & Company (R&C), it devised a series of assets and thought-provoking campaign messages, including “Watch This Space,” “Cloud Dodgers” and the “Only Way Is Up.”

The company created a distinct tone that was inspirational, aspirational, bold, uplifting and trustworthy, and then crafted messaging that sought to evoke emotions such as excitement, joy, nostalgia, interest and aw. With those campaign guidelines in place, Honeywell and R&C:

• Created and shared content such as blog posts, videos and infographics;
• Put together organic and paid campaigns on social media platforms;
• Partnered with key companies/customers to jointly promote industry;
• Attended live events or activations to engage with customers, industry, regulators and policymakers;
• Participated in trade shows to showcase products or services and connect with potential customers; and
• Engaged the target audience through branded products associated with the campaign theme, such as hoodies, patches, postcards and bracelets.