Piedmont Airlines — a regional subsidiary of American Airlines — has placed video at the core of its internal and external communication and marketing strategy. From its headquarters in Salisbury, Maryland to Anchorage, Alaska, the company has teams all over the United States, and video is an essential tool for communicating with them. Video content is used to improve in-house messaging and ensure it’s consistent, recruit new staff (from pilots and flight attendants to maintenance technicians and customer service agents), and also to onboard new hires.
In March 2020, the corporate communications team was gearing up for a range of high-profile recruiting events and training initiatives. As COVID-19 hit, Piedmont needed to urgently pivot. The team’s focus turned to the creation of brand assets to communicate important messages about the pandemic — all using an improved, more collaborative digital workflow with Adobe Creative Cloud and Creative Cloud Libraries.
“Video has helped us to peek inside and show different parts of our operation that you wouldn’t normally see,” says Arthur Lembo, corporate videographer at Piedmont. “But when the pandemic started having a major impact on our industry, we needed to make sure our employees spread across the entire country were all on the same page about COVID, especially because every state has different regulations and is experiencing the pandemic differently.”