No matter how long your written communication or how simple, the iconic marketing ‘AIDA’ structure works well for most forms of written communication.
A – Attention – Grab your reader’s attention by telling them something relevant, newsworthy, dramatic or entertaining in your headline or first few words.
I – Interest – When you have their attention you need to holdthe reader’s interest by telling them something that compels them to read on. Relevance plays a huge role here.
D – Desire – With their attention grabbed and their interest held, you are in the perfect position to go ahead and create likeability and affinity for the Airbus brand, simply by showing them what we know, what we have done or what we are about to do next.
A – Action – If you want the reader to do something, be clear about what it is. And make it easy for them to respond.
The most important information should be clearly presented in your introduction.
Use paragraphs to help the narrative
Break the information into manageable paragraphs of no more than eight sentences and sentences of no more than 20-25 words, with a single idea in each.
Use headings and keywords
Headlines for chapters, pages, sub-sections and paragraphs create a narrative structure. These act as signposts for busy readers and ensure they understand the generalities of your point, even with the quickest glance.
Use British English spelling, except when writing for an exclusively US audience. In that case, use American English spelling. Do not use a mix of both.
Note that American English is also used for technical documentation.
The word ‘government’ is lower case when used in a general sense, but upper case if you are referring to a particular administration, e.g. The Government announced the abolition of higher rate tax.
Countries, states and regions regarded as having a distinct identity need capitals, e.g. France, West Virginia. Otherwise, do not capitalise, e.g. the south of Norway, western France.
Use apostrophes to:
Do not use apostrophes for contractions. Always spell out full words, e.g. do not.
For nouns ending in ‘s’:
When referring to a possession of Airbus, do not use an apostrophe, e.g. Airbus planes
In general, do not use an apostrophe to make a plural, e.g. HGVs, CVs, 1990s.
Airbuzz comprises Airbuzz News, Airbuzz Magazine, Airbuzz #local and Airbuzz TV. Content should be audience-centric and storytelling oriented.
Airbuzz News (App, Hub, TV)
Airbuzz news is broadcast through digital screens (Hub, app and TV) and provides factual, day-to-day information. Stories have to be eye-catching and easy to read. Headlines must be short, simple and direct (70 characters max). They must make sense on their own. The standfirst should be 250-300 characters with spaces. On Airbuzz TV, only title and standfirst appear; the Hub also uses these paragraphs as teasers for stories. Avoid hyperlinking and add a generic sentence with link(s) at the end of the story.
Airbuzz magazine is the in-house print magazine for Airbus. The main focus is on the employees. Journalistic rules apply.
AIRBUZZ [#local] is a printed and/or PDF solution to address local audiences – especially blue collar workers – with specific internal communication on a site, part of a site, or local community. It contains a mix of eye-catching short news and longer stories. Use the same guidelines as for Airbuzz news regarding headlines, stand-first and structure. For longer feature stories, Airbuzz magazine guidelines may apply.
Airbuzz TV is the internal news network. It showcases events, campaigns and milestones. All TV programmes are made from a mix of photo stories and videos to provide daily quick news and ‘live’ information. An Airbuzz TV news page can be automatically generated from Hub news if its title is 120 characters max, and its stand-first is 300 max. Airbuzz TV news pages can also be created manually: previous requirements regarding the length are still respected.
Airbus and other company names
Use singular for companies. They are individual companies, even though there are many people working in them.
E.g.: Airbus is …
E.g.: Singapore Airlines is…
Airbus Commercial Aircraft
A319neo, A320neo and A321neo – (new engine option): no space before neo and lower case
A319ceo, A320ceo and A321ceo - (current engine option): no space before ceo and lower case
A321LR (Long Range)
A350 XWB Family
A350-900 Ultra Long Range
A380 – Do not call it ‘jumbo’ or ‘giant’. Do not refer to A380 as a “Family”
BelugaXL – no space between Beluga and XL
NEO – «New Engine Option» (all-caps when just standalone). With regards to A330, please avoid the full designation.
Airbus Corporate Jets (ACJ)
The dedicated VIP and Business Aviation aircraft brand.
ACJ319neo, ACJ320neo, ACJ330neo or ACJ330-800, ACJ350
XWB or ACJ350-900 …
Not: Airbus ACJ320
Airbus Corporate Helicopters (ACH)
The dedicated Private and Business Aviation helicopter brand.
ACH130, ACH145, ACH145, ACH160 and ACH175 (without space)
Airbus Defence and Space
Aeolus (EO science mission): For ESA, first mission to obtain wind profiles on a global scale, launch 2018.
ALADIN (EO science instrument): ALADIN is the LIDAR (Light Detection and Radar) instrument on the Aeolus Instrument.
Ariane 5 ME or Ariane 5 Midlife Evolution: always with spaces
A400M; no space before the ‘M’
A330 MRTT or “A330 MRTT Multi Role Tanker Transport aircraft” – space between A330 and MRTT.
BepiColombo (Space exploration mission): Mission to Mercury. ESA mission. Launch 2018
C2: Command and Control
C295, CN235: no spaces
CHEOPS (Characterising ExOplanet Satellite)
CSO (EO national programme): CSO - Composante Spatiale Optique (Optical Space Component). CSO optical satellites in the frame of the MUSIS system for French military governance.
EDRS (Electronic Data Relay Satellites – aka SpaceDataHighway)
EGNOS and EGNOSV3 (Navigation system): European Geostationary Navigation Overlay Service
Eurostar E3000 (Telecom satellite product): Current generation of Eurostar, the Airbus’ flagship product for geostationary communications satellites.
Eurostar Neo (Telecom satellite product): New generation of Eurostar, under development
ExoMars (always capital ‘E’ and ‘M’)
FCAS: Future Combat Air Systems
Grace FO (EO Science mission): Gravity Recovery And Climate Experiment Follow-On. NASA mission.
HAPS: High Altitude Pseudo Satellite
MALE RPAS: Medium Altitude Long Endurance Remotely Piloted Aerial System
MetOp-SG (MetOp Second Generation satellites)
MUT: Manned Unmanned Teaming
NFTS (Network for the Sky)
OneWeb (one word, capital ‘W’); OneWeb Satellites (name of JV)
QuadCruiser: capital C
RC: Remote Carrier
SOC – Security Operations Centre
Zephyr S / Zephyr T: S for Single tail / T for Twin tail
Airbus US Manufacturing Facility
Airbus Americas Government Relations Department 13
Airbus Mexico Training Centre, S.A. de C.V. Airbus Americas
Note the British English spelling of ‘Centre’ when referring to the official name
The preferred descriptor is ‘helicopter’. When variations are required, the best alternatives are ‘rotorcraft’ and ‘aircraft’.
Use ‘Super Puma,’ ‘Dauphin’ and ‘Ecureuil’ when talking about the family of helicopters and never translate the names into another language.
No space between ‘H’ and product number in helicopter model names (H135, H145M, etc)
Civil : H125, H130, H135, H145, H155, H160, H175, H215, H225
Military: H125M, H135M, H145M, AS565 MBe, H160M, H215M, H225M, Tiger, NH90
ARH – Australian Tiger
Caracal – H225M of the French Armed Forces
Caïman – NH90 of the French Navy and Army
Dolphin HH-65 or MH-65 (AS365 variant of the US Coast Guard)
Ecureuil is known as AStar in the US market
HCare: Support and Services offer (No space between H and name of project)
Helionix: avionics system
HForce: weapon system (No space between H and name of project)
MRH – Australian NH90
UH-72A Lakota (EC145 variant in the United States)
Air show - two words, unless in official name of specific air shows, e.g. Singapore Airshow, Dubai Airshow.
Project for achieving unmanned aircraft system (UAS) integration into airspace
Breakthrough Laminar Aircraft Demonstrator in Europe
Four passenger eVTOL demonstrator
Clean Sky 2
European research programme aimed at reducing CO2, gas emissions and noise levels produced by aircraft
Hybrid-electric flight demonstrator
Electric vertical takeoff and landing
Always write ‘final assembly line’ in lowercase, but FAL when used as an acronym in parentheses, e.g. ‘The final assembly line (FAL) in Tianjin’.
The Mobile A320 FAL should be referred to as ‘the Airbus US Manufacturing Facility (or US Manufacturing Facility).
Family: always with a capital F, e.g. A330/A340 Family.
Use upper case e.g. Procurement, Engineering, Business Transformation
Only use the generic term ‘future programmes,’ never refer to A30X etc.
Use lower case for the general term
e.g.: ‘The president of the company is Guillaume Faury’ (but ‘Guillaume Faury, President Airbus Commercial Aircraft’)
e.g.: They are test pilots.
Use upper case for someone’s official title e.g.: J. Smith, Ground Test Engineer
MSN0001, MSN0026 (without space).
MTOW – maximum take-off weight
Please note, ‘take-off’ is always written with a hyphen.
ORACLE TEAM USA
always in all capitals in referring to the Airbus technology partnership with the defending America’s Cup sailing champions.
multi-modal air and ground urban vehicle concept
Programme lines are never translated into local languages. They always remain:
Hybrid-lift quadcopter for unmanned military and civil missions
Rapid And Cost Effective Rotorcraft
always with capital S as the first letter.
commercial parcel delivery drone
commercial aviation data platform
data platform for military aircraft and helicopters
Urban Air Mobility
Unmanned Autonomous System
Unmanned Aerial Vehicle
unmanned traffic management
single passenger eVTOL demonstrator
on-demand helicopter mobility service
Rotary-wing Unmanned Autonomous System
always one word
Solar-electric, stratospheric High Altitude Pseudo-Satellite (HAPS)