Ad watch On the Cover The stories behind the ads in this issue of Frontiers. Inside cover: This ad was developed to run in the Middle East, a key market for the Boeing 777 jetliner with more operating there than in any other region in the world. Page 6: Highlighting the combined capabilities of Boeing’s Super Hornet and Growler military aircraft, this ad is running in U.S. trade and congressional publications. Pages 10–11: This is the first ad in a new campaign, “Partners Across Generations,” celebrating the relationship between Boeing and China’s aviation industry. Translation: The memorable glamour of Shanghai’s famous Bund over time as a Boeing flies over. For over 40 years, Boeing has been supporting the development of the Chinese aviation industry. Boeing is proud of every achievement in this partnership, which transcends time. Pages 14–15: 20 “Enduring Force,” featuring the V-22 tilt-rotor aircraft, focuses on Boeing’s military aircraft expertise. It is one of several ads in a Boeing Defense, Space & Security campaign highlighting the capabilities Boeing brings to its customers. The ads are running in print and online The right blend business, political and trade publications. On a dry lake bed in the high desert of California at NASA’s Dryden Flight Research Center, Boeing and NASA are testing an unusual-looking aircraft. Called Back cover: the Blended Wing Body, its design lies somewhere This is the first of two new ads between a flying wing and a traditional tube-and- featuring the “Endless Possibilities” wing airplane. Although Boeing has no plans to theme, developed to celebrate develop a Blended Wing Body commercial airplane, a new high in the partnership valuable knowledge has been gained in more than between India and Boeing with 100 test flights of two different versions. the recent induction of the 787 Dreamliner into Air India’s fleet. UNIQUE DESIGN IN THIS NIGHT SHOT AT NASA’S DRYDEN FLIGHT RESEARCHCOVER IMAGE: SPECIAL LIGHTING HIGHLIGHTS THE X-48C TEST AIRCRAFT’S Print and digital advertising ran during October in CENTER AT EDWARDS AIR FORCE BASE, CALIF. BOB FERGUSON/BOEING publications such as the Times of India, Economic PHOTO: SOON AFTER SUNRISE, THE X-48C TEAM PREPARES THE AIRCRAFT Times and India Today. FOR ANOTHER TEST FLIGHT AT THE DRYDEN SITE. BOB FERGUSON/BOEING FSC LOGO BOEING FRONTIERS / DECEMBER 2012–JANUARY 2013 3
Frontiers December 2012/January 2013 Issue
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