Case Study: Boeing unveils its new 747-8 airplane with Agency EA experiential marketing

Boeing unveils the 747-8 with Agency EA, reaching 140K more people and driving $15B+ in orders

Boeing faced the challenge of unveiling its highly anticipated new 747-8 Intercontinental aircraft to 10,000 stakeholders, VIPs, and media in a way that would generate significant buzz and position the plane as a must-have for global operators. The aerospace company engaged experiential marketing vendor Agency EA to design and execute a multi-day program that required both high emotion and lockstep precision to successfully reveal the industry secret.

Agency EA developed a strategy rooted in history and secrecy, creating a three-day event with the theme "Incredible, Again." The solution included transforming a hangar into an event space, managing complex logistics, and orchestrating a dramatic reveal with a massive kabuki drape. The vendor's execution resulted in 51 orders for the new aircraft, reached an additional 140,000 people through social media, and helped generate over $15 billion in revenue from new orders since the launch.

Boeing