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February 20, 2009
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The second advertisement in the Cessna Rise advertising campaign series.
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While critics have blasted business aviation as a frivolous expense, Cessna is fighting back. Cessna recently launched a national advertising campaign as a counterattack to address the misinformation and negativity surrounding business aviation in the current economic environment. Often referred to as a leader in its industry, Cessna is taking the lead once again by encouraging business aircraft users to keep flying!
The media has generated significant public interest and is helping to open up the dialogue in a meaningful way for Cessna to make its case for business aviation and its ability to help improve the suffering economy. Cessna Chairman, President and CEO Jack Pelton recently teamed up with National Business Aviation Association (NBAA) CEO Ed Bohlen on Fox Business News to explain the merits of business aviation during an economic downturn. “Business aviation today is helping to serve small and mid-sized companies as a productivity tool, provides humanitarian relief and proven over the many years that business aviation has been around to be a catalyst for companies to make money.” Pelton said.
He also spoke about the economic impact the industry has on the United States, “Business aviation represents 1.2 million jobs in this country and provides a positive balance of trade.”
The buzz surrounding the advertising campaign is greater than Cessna’s marketing team had anticipated, according to Tom Aniello, vice president of marketing for Cessna. Coverage has been featured in a variety of national newspapers and publications, including the Wall Street Journal and Advertising Age. Rush Limbaugh discussed the campaign for a full hour during his national radio program and at the end of Pelton’s interview with Fox Business News, he was asked to return in the near-term to give an update on the industry.
Cessna is hoping to provide a greater level of customer service through this campaign. “This is more than just an advertising campaign. Cessna is hoping to motivate current business aircraft users to consult with us in hopes to maximize efficiency in their flight operations.” said Aniello. “We’re trying to engage in a dialogue with our business partners to see what we can provide as travel solutions.”
As a companion to the campaign, Cessna has also designed a website that provides information to help owners of business aircraft learn more about what Cessna has to offer. The solutions Cessna is offering can help solve a variety of issues, including the number of sites a business needs to visit in a single day, the need to discuss confidential information en route, and the ability to move specialized equipment, among others. The site can be found at www.cessnarise.com.
Since the launch of the campaign, Cessna has received a positive, and unanticipated, response from their employees in the form of hundreds of letters and notes. Employees expressed their confidence in Cessna’s future and how proud they are to work for the industry leader.
Cessna’s campaign will continue to be a good rallying point for the industry. The campaign is targeting national newspapers and magazines as well as aviation trade publications with a new advertisement appearing in the Wall Street Journal Wednesday, February 25, 2009.
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