Long-time Ketchum client Boeing successfully completed the highly– anticipated commercial launch of the 787 Dreamliner in late September 2011. To help local media understand Boeing’s market strategy and future outlook as well as to enhance relations with aviation-beat journalists, Boeing held its 2011 Market Update in Taipei in November. During the media briefing, Randy Tinseth, vice president of marketing, Boeing Commercial Airplanes, gave attending journalists a detailed view of the company’s outlook and market forecast for the next 20 years. As cross-strait exchanges continue to heat up, Boeing’s forecast of future regional air travel market demand was widely cited in the resulting media reports.