“Most people involved with the airplane were not aware of it,” says Rob Pollack, Boeing Commercial Airplanes vice president Advertising, Brand and Market Positioning, and the chief architect behind the Dreamliner brand.
“We didn’t have widespread discussion of it and that was kind of done on purpose. And when we moved the airplane the night before, we wrapped it, it was kind of fun to really surprise an audience of that size.”
What was unveiled on February 13 in Everett – now known as the 747-8 ‘sunrise’ colors – was a radical evolution of the company’s rebranding that first began in 2003 with the blue 7E7 livery. Pollack says the need to differentiate the 787 among a global audience, as well as geopolitical realities, drove Boeing’s development effort:
The Boeing livery itself had basically been unchanged from the introduction of the 757 and 767, so we were going on 20-25 years. The market for this airplane was going to be well over half outside the US. So one of the things we really thought about was from a customer standpoint.
This was 2003, Iraq had become an issue, the US government was not loved around the world and so our thought was, rather than do red, white and blue, why don’t we do something that was more readily understood around the world, and blue as a color – the sky – so we decided to pursue that direction, but we also wanted to get something that looked really different from a livery standpoint because an airplane that is pretty consistent in its look, from a paint standpoint, doesn’t really look that different. Everything we tried to do was to try and differentiate the product from what had come before it.
The company’s branding of the 7E7 (subsequently the 787) had been part of a transformation by Boeing to offer a product to the airlines and their customers, representing a major shift by the airframer from a business to business focus to business to consumer. Pollack says in Boeing’s history, its past commercial aircraft had been given a name along with its numerical designation, like the 307 Stratoliner and 377 Stratocruiser.
“Some reason we had gotten away from that,” he says, aiming to “build a personality around the name.”
The Dreamliner name, selected in a worldwide vote of four possible names, edged out Global Cruiser (which was preferred by then-BCA CEO Alan Mulally) by 2,500 votes from more than half a million cast. Stratoclimber and eLiner, were a distant third and fourth. It was out of this marketing appeal, in part, that Boeing helped realized its significant market success with the 787.
It was with this branding in mind that Boeing started down the path of developing a unique colors scheme for the first 747-8I. First introduced with Pan American World Airways in 1970, the 747 and its iconic hump have made the jumbo universally recognized for the past four decades. Though re-introducing a 40 year old brand, especially in light of the market competition from the Airbus A380, required something extra. Boeing looked to the Porsche 911, first introduced in 1963, which has evolved significantly under the hood, yet its shape has remained fundamentally unchanged.
“We had the realization that although this looked like the 747s of old, enough had changed on this airplane that it really wasn’t the same airplane as what people had come to know as the 747. So much of the airplane is new and we weren’t, from a marketing perspective, satisfied that we were conveying well enough how completely new this airplane was.” says Pollack.
When Boeing evaluated the market for the 467-seat 747-8, which the company estimates will be part of a 720 very large passenger and freighter aircraft market between 2010 and 2029, 43% will be delivered to Asia, China and Southeast Asia, with the Middle East representing a further 23%. Currently, Boeing holds orders for 8 747-8I BBJs and 25 from airline customers Lufthansa (20) and Korean Air (5), with hopes of adding Turkish Airlines to its customer base.
What was that color?
“It’s not that green didn’t work on an airplane, it will,” he says. “It just didn’t work on our livery the way we wanted to have the impact a red-orange has,” conceding a ‘Greenliner’ livery for the 787-9 has likely been ruled out as a result.
Ultimately the choices were variations on the overall red-orange theme, though one option Boeing entertained, but ultimately did not pick (shown above), was using orange stripes that extended farther down the length of the fuselage, leaving out the large ’8′ on the tail, and using orange stripes instead of dark silver above the dominant red colors along the base of the aircraft.
The final choice for the Intercontinental’s colors is now widely seen as one of the best kept secrets in the company, especially when you consider the six to eight-month lead time it took to order the custom paint shades now assigned to RC001, the first 747-8I.
Pollack had a chance to see the aircraft in the paint hangar before it moved – wrapped in paper under the cover of darkness – to the 40-24 building for the premier, his initial reaction was one of shock.
“My first reaction was ‘oh my God.’ My second reaction was, ‘this will do exactly what we want it to do’ which is to say, this is an all-new 747.”