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Case Study:
Aviation Technology Group
Opportunity
Aviation Technologies Group wanted help introducing their “Javelin” Jet to the general aviation marketplace. The goal was to let their audience experience the performance potential of the Javelin, which is not scheduled for delivery until 2009. They needed to project a strong image to assure the industry of their commitment to develop the Javelin, while also creating a buzz on the show floor about this new personal jet..
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Direction
Proctor Productions began with the goal of creating experiential excitement around owning a personal jet of this caliber. After studying the potential audience at the show, we created a strategic flow progression within the exhibit. The exhibit featured a full-size fiberglass model of the Javelin sitting out front next to the aisle to attract potential buyers, four multimedia stations playing a video of an animated flight of the Javelin, a simulator cockpit in a private theater to allow customers to fly the Javelin and experience its performance, a closing room to conduct pre-sales of the jet, and a large fabric graphic above the entire exhibit showing the Javelin taking off into the sky.
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Result
Aviation Technologies Group launched the exhibit at the NBAA Trade Show in Las Vegas, where they pre-sold 14 jets on the show floor. From leads generated at that show they sold an additional 8 jets shortly thereafter. The exhibit won the Business Marketing Association’s Gold Key and Best Result Awards. Proctor Productions and Aviation Technologies Group continue to strive for multi dimensional marketing solutions that will keep the Javelin at the forefront of the aviation industry.
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