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FROM TRADITION TO START-UP


FROM TRADITION TO START-UP

We could spend hours telling stories about Deutsche Aircraft. Based in the Bavarian aviation hub of Oberpfaffenhofen, the company was founded as 328 Support Services GmbH. In 2006 it acquired the type certification rights for the Dornier 328 regional aircraft, which was developed by the legendary Dornier Werke and produced until the 2000s. The initial focus was on servicing the D328 fleet, which is widely used around the world. Then, in 2019, a new era began: the evolution of the D328 platform. The goal was to produce a more efficient, economical and environmentally friendly aircraft and drive the future of aviation towards zero-emissions flight.

ONE LOCATION, ONE GOAL AND ONE CENTRAL IDEA

But how do you attract experienced aeronautical engineers from well-paying jobs in France, Italy or the USA? How do you attract promising young engineers to compete with attention-grabbing start-ups like Volocopter, Lilium and the like?  BLOOM answered these questions with the Employer Brand Masterplan. In several workshops – with the active involvement of the workforce – an Employer Value Proposition was developed that summed up the energy, the opportunities, but also the history of the 328 and the company's location right next to the runway: YOUR PLACE TO LIFT OFF.

REAL VALUES, REAL STORIES

BLOOM developed a specific visual world on this basis and implemented it with real employees – with people who can tell their story credibly and convincingly. These people have the passion for flying and engineering, but also the desire to set out on a new path in search of new challenges and goals. These were relatably captured not only as image sequences, but also as video stories.

 

Frank Albrecht, Director of Strategic Planning at Bloom: "What could be better than the ability to rise to an enormous challenge with such a strong foundation of stories, values and goals? We're keeping our fingers crossed that the first 328eco planes will be flying in the near future."

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