Advertisements

Within the cross-media communication at MTU Aero Engines, ads offer a way to reach a very broad target group. The goal of image campaigns is twofold: one, to present the company on the national and international level as an innovative and service-oriented partner of the target group; and two, to raise the company’s profile, particularly in new markets. Attracting interest calls for compelling visual advertising motifs and content conveyed through excellent, well-written copy.

Conceptual structure of the advertisement

The new claims

Commercial:
DRIVEN BY VISIONS OF TOMORROW
MTU is inspired by the goal of creating the best propulsion solutions for the shared vision of a climate-neutral future. With its many years of expertise and the latest engine technologies, MTU is rising to the challenge of “emissions-free flight.”

PAVING THE WAY TO EMISSIONS-FREE FLIGHT
MTU is actively involved in shaping the change toward sustainable aviation with innovative, low-emission propulsion concepts and is paving the way to a climate-neutral future.

Military:
DRIVEN BY MISSIONS OF TOMORROW
As a leading military partner for aero engines, MTU has been pursuing a major goal for many years: to revolutionize military technological expertise in aviation by providing pioneering engine solutions.

Design concept

The structure of image campaigns is divided into two levels. One of the levels reflects the customer’s needs and requirements—this is the “view from the outside.” Set against this, the second level provides insights into MTU’s inner workings and how it applies progress and its many years of expertise, but above all the service that stands behind this, in responding to each customer’s needs and requirements.

The background represents the view from the outside. A visionary style, with a view looking up into the sky at an aircraft in flight: This conveys farsightedness and a clear idea of the future. The impression is further reinforced by the statements in the peripheral captions.

This contrasts with the “view to the inside,” with the statement contained in the large headline and the pictorial continuation in diagonal stripes, which symbolize the march into the future.

In general, the advertisement conveys a sense of calm so that the visual presentation not only radiates confidence, but also positions MTU as an important and competent partner in the aviation industry that is always committed to developing new engine technologies.

Key data / Dimensioning