We launched “Live Your Best Life,” a story-driven campaign designed to resonate deeply with potential talent, focusing on authentic narratives rather than a direct sales pitch. This campaign spotlighted the lives of MHIRJ employees both inside and outside the hangars in Tucson, Arizona, and Bridgeport, West Virginia, bringing their unique stories to the forefront.

By capturing real moments from the daily lives of employees, we produced a series of engaging content, including a 3-minute Ignition video, two 1-minute location-specific videos, and four insightful employee interview videos. These narratives were further enriched by four in-depth articles on MHIRJ’s branded news platform, WINGSPAN, providing a closer look at the personal and professional journeys of each featured employee.

The campaign’s authentic storytelling was amplified across organic and paid social media, targeted digital ads, and strategically placed billboards. This approach captivated the audience, drawing them into the MHIRJ story and seamlessly guiding them to explore career opportunities through the company’s website portal.

• •Paid Media:
• •14.2M audience members reached
• •46.5K ad clicks
• •5.6K career applications submitted
• •Organic Media:
• •9.1K audience members reached
• •1.2K engagements (likes, comments, and shares)
• •Beyond metrics, the campaign redefined how MHIRJ is perceived as an employer, transitioning from a corporate brand to a community of passionate individuals shaping the future of aviation. The initiative successfully bridged awareness and aspiration, inspiring a new generation to see aviation as not just a job, but a lifestyle.