Outsmart, don’t outspend the competition.

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Challenge:Stand out amid the world’s biggest brands at the crowded, competitive Paris Air Show.

Obstacles:The industry’s largest show is a who’s who and what’s new in aviation. Every company vies for attention.

Approach:Be the first brand seen with can’t-miss entryway signage. Inside, make news while distributing must-see daily news, in show-stopping, conversation-starting, Embraer-branded flights suits.

Results:Buzz at the show and beyond belonged to Embraer, building anticipation in advance of its new jet series launch.