Pratt & Whitney
Launching a new aviation platform while shaping a high-stakes policy debate
Situation Summary
Situation Summary
Pratt & Whitney engaged Qorvis to support two parallel objectives at a pivotal moment for the company.
First, the company sought to introduce Global Material Solutions, a new and unprecedented business platform within the aviation industry, requiring coordinated global messaging across customers, employees, partners, and media.
At the same time, Pratt & Whitney faced an intense public and legislative debate over funding for a competing “alternate engine” program. The issue carried significant financial and policy implications and required sustained engagement with media, policymakers, and stakeholders.
Qorvis Solution
Qorvis Solution
For the Global Material Solutions launch, Qorvis designed and executed a comprehensive global communications program, including branding, messaging, internal communications, media outreach, and launch materials. The effort aligned internal and external audiences around a clear strategic narrative for the new platform.
In parallel, Qorvis developed and implemented a coordinated public affairs campaign addressing the alternate engine debate. Through a combination of traditional media, social media, and grassroots engagement, we positioned Pratt & Whitney’s perspective within the broader defense and aviation policy conversation.
Digital content played a central role. Educational videos produced and distributed by Qorvis dominated search visibility for “alternate engine” on YouTube, ensuring that policymakers, media, and industry stakeholders encountered Pratt & Whitney’s arguments when researching the issue.
The campaign also included national media placements, opinion pieces, letters to the editor, and sustained grassroots engagement to reinforce the company’s position during legislative consideration.
The global launch of Global Material Solutions generated extensive international coverage, and post-launch audience testing reflected more than 75% positive sentiment regarding the initiative’s impact on the industry.
On the policy front, the coordinated campaign contributed to a successful legislative outcome in the alternate engine debate, marking the first legislative defeat of the competing program.