How do you push the boundaries of innovation marketing in one of the most high-tech industries in the world? In this episode of the Innovation Storytellers Show, we dive into this question with two remarkable guests from Airbus: Mina Bastawros, VP of Creative and Digital Marketing, and Florent Petteni, Head of A220 & A320 Family Product Marketing. Join us as Mina and Florent share their insights on how Airbus is leading the way in innovation marketing. From embracing digital transformation to tailoring narratives that resonate with diverse audiences, they reveal the strategies that have propelled Airbus to the forefront of the aviation industry. Mina discusses the pivotal shift towards digital interactions that began seven years ago, enabling Airbus to communicate more effectively with stakeholders and attract top talent from around the globe. He emphasizes the importance of understanding your audience's needs and interests, a principle that modern marketers can relate to deeply. Florent sheds light on the art of simplifying complex problems for broader audience engagement. He explains how Airbus, despite its high-tech and engineering-centric nature, has mastered the balance between maintaining technical depth and making innovations accessible and inspiring. Through real-world examples, including a compelling sales campaign tailored to an Asian airline's visionary owner, our guests illustrate the power of empathy mapping, persona development, and storytelling in driving successful marketing initiatives. Tune in to learn how Airbus continues to challenge the status quo, innovate its marketing approaches, and connect with audiences worldwide. This episode is packed with valuable lessons for anyone involved in innovation, marketing, or the intersection of both.