To support a shift from a products-based business to a solutions-driving partner, Honeywell Aerospace wanted to launch a new marketing communications strategy for airline customers. Vital to this approach was the development of an integrated print and electronic publication aimed at airline executives and key decision-makers. Graphica was engaged to name, define and develop Into the Blue magazine, a premier trade publication for the airline industry.

Above all, Honeywell wanted to provide its customers with inherent value—not a sales pitch. We developed a fresh, high-impact design with arresting visuals and forward-looking, objective article content that looks and reads like an industry magazine. Stories on industry developments, real-world solutions and offbeat news that Graphica writes for Honeywell pack every issue. The print publication is complemented by a Web interface and monthly e-mail updates designed to keep Honeywell in front of its customers.

While upholding an objective editorial tone in every issue, Into the Blue serves as an ideal platform for introducing the latest in Honeywell technology, capabilities and solutions. Integrated touch-points, combined with the added value of article reprints, provide the company with multiple destinations for reaching customers. Smart, sharp and relevant, this select communication is proving just the ticket to getting more airline customers on board with Honeywell.