Mitsubishi SpaceJet: Space Where It Matters

Mitsubishi, an automotive manufacturer, launched a repositioning and rebranding of its aircraft corporation by creating a brand expression that brought to life the Japanese notion of space for the first commercial aircraft from Japan in half a century.

Summary

Redefining Regional Travel: A Repositioning Campaign to Fundamentally Change Perception of an Undervalued Category

Mitsubishi Aircraft Corporation (MITAC) is in the final stretches of a major industrial feat: delivering the first commercial aircraft from Japan in half a century. But the journey has been rife with delays, and despite progress, MITAC continued to face intense skepticism about its ability to deliver and its business strategy.

Behind the scenes, MITAC spent months significantly redesigning its aircraft to deliver market-leading economics to airlines and transform the passenger experience - a unique combination that airlines can use to revolutionize regional service. To...

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