| CitationAir
2011 REBRAND 100 > distinction Enterprise Rebrand Country Base: USA Industry/Sector: Airline, Transportation Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting The private jet industry has faced enormous pressures, including the severe downturn in the economy and negative populist sentiments against the industry as a whole. CitationAir is one of four major operators, with the biggest operator enjoying the bulk of the market share and brand recognition. Challenge Branding efforts had been minimal, and the sales team was struggling to communicate the company’s unique selling proposition. In addition, the old company name and brand did not adequately reflect the scope or breadth of the products and services offered to both individuals and corporate customers. Strategy During the course of the rebranding, the company underwent an operational transformation which enabled them to deliver an integrated product portfolio, supported by one operational platform, serviced through a single relationship with one company. Objectives of the re-launch were to: 1. Educate target consumers about breadth of offerings and tie to parent company 2. Build brand equity 3. Position the company as the challenger brand After several focus groups and telephone interviews with their ultra-high-net-worth customers and prospects, it was determined that the relaunch communications and resulting marketing elements would need to be simple, approachable, confident, authentic, savvy and smart. Result • Web leads doubled • Email inquiries quadrupled • Conversion of raw to qualified leads increased 44% • Jet Card hours sold increased 34% • Put Notices* decreased 61% • 18 Jet Management aircrafts sold by end of 2009; 83% increase vs. prior year • 19 corporate contracts sold since the relaunch *A Put Notice is a notice from the customer that they wish to put their share of the aircraft back, meaning end their contract prior to the contract end date. Credits: Client: CitationAir - www.citationair.com SVP, Chief Revenue Officer: Woody Harford VP Marketing: Renee Levine Marketing Specialist: Angelina Alvino Marketing Manager: Marylynn Mckeown Marketing Coordinator: Allie Levison Brand Strategists/Designers/Video Production: Website Redesign, Digital Strategy and Marketing Communications: Ryan Partnership - www.ryanpartnership.com Exec. Vice President, General Manager: Elise Wilfinger Account Director: Chris Morse Management Supervisor: Krista Pietrafeso Creative Director: Fred Giordano Art Director: Greg Stein Senior Copywriter: Alan Herzog Director of Web Development: Rob Gainer Director of Technology: Michael Paige Senior Producer: Nina Sherwin HTML Developer: John Gibbs Account Supervisor: Christina Scibelli Naming, Logo, Brand Identity, Print Ads: Hornall Anderson - www.hornallanderson.com Founding Partner & Creative Director: Jack Anderson Videos: XXL Media, Inc Director: Rick Lopes Producer: Josh Levine Editor: David Heidelberger Graphics/Animation Supervisor: Brandon Robinson AD/Coordinator: Damon Smith [back] |
