Case Study The Charter Company Aircraft Charter Marketing
Background
The Charter Company specialise in private aircraft charter. The company has been operating for over 10 years and leverages the operations experience of its Twinjet owner with the flexibility and travel knowledge of a charter broker. In a crowded marketplace with a lot of fly by night, 'me too!' brands - differentiation is key.
The marketing need
The company needs to clearly define how it is different:; different that is from large operating companies with huge facility overheads and different from one-man bands with no back up at all. This was done with the development of supporting messages focused around each of the 'reasons why' someone would charter a flight with them. There is a retention and an acquisition element to the marketing plan as the company wish to both increase loyalty and introduce new clients.
The strategy
The Charter Company operates at the top end of the private aircraft charter market and historically position themselves as your 'partner in air charter' with 'a different kind of private aircraft charter broker' as their key website message. To refresh and affirm this proposition, Design Inc facilitated a brand workshop where the key team members worked with us to gain insights into their core market and 'reasons to charter an aircraft' with The Charter Company. The results of which were distilled and defined the framework for the messaging matrix going forward.
The creative
Having already established the lifestyle statement in their marketing materials - it became obvious from talking to the broker/account managers that private jet travel is not a luxury for most of The Charter Company's clients. It's just what they do. So it is a question of maintaining extremely high levels of service availability, flexibility, personal attention and discretion. Based on this our creative work is based around raising the profile and building the reputation of the company personnel, promoting their 'go the extra mile' attitude, qualifications and experience as well as the company's processes, knowledge base and personal service.
The technology
Design Inc devised an integrated programme of communication, a lifestyle corporate brochure, a customisable service, markets and aircraft type brochure, data work and tailored tactical eshots, some POS materials for travel agents, PR including a press release and keynote interview led campaign for the company's recent opening of an office base in Dubai - timed to coincide with the Dubai Air show, various website enhancements both visible and in search.
The results
The Charter Company maintains its strong position at the high end of the private aircraft charter industry - both in the UK and now from its Dubai base. This is due to both proactive and reactive customer relations and like many of our clients - there is a unique proposition from a talented team that actually sells it self once experienced. Our task is to show it to the market in a transparent, real way that goes beyond the packaging. Using an integrated and intelligent variety of media to keep the message matrix delivery fresh and consistent.
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