Company: Bell Helicopter, Dallas, TX
Company Division/Group: Global Experience Specialists (GES)
Company Description: Bell Helicopter, a wholly owned subsidiary of Textron Inc., is an industry-leading producer of commercial and military, manned and unmanned vertical-lift aircraft and the pioneer of the revolutionary tiltrotor aircraft. Globally recognized for world-class customer service, innovation and superior quality, Bell's global workforce serves customers flying Bell aircraft in more than 120 countries.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Transportation

Nomination Title: Bell Helicopter 505 Jet Ranger X Reveal

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Bell Helicopter, a wholly owned subsidiary of Textron Inc., is an industry-leading producer of commercial and military, manned and unmanned vertical-lift aircraft and the pioneer of the revolutionary tiltrotor aircraft. Globally recognized for world-class customer service, innovation and superior quality, Bell's global workforce serves customers flying Bell aircraft in more than 120 countries.

In February 2014, Bell Helicopter was on the verge of introducing a new helicopter that would redefine the short light single product class of aircraft. Nearly fifty years prior, Bell Helicopter changed the face of the industry with the introduction of the JetRanger. This new offering was a game-changer for Bell Helicopter, requiring a reveal that would equal the excitement the new aircraft would create. The reveal would take place at HAI HELI-EXPO, the largest tradeshow dedicated to the international helicopter community, attracting more than 18,000 industry professionals annually.

Bell Helicopter partnered with Global Experience Specialists (GES),Maximilian Productions and The Cirlot Agency to create an exciting and engaging opening event at HAI HELI-EXPO, as well as an integrated communication strategy leading up to the event. Goals were set to position Bell Helicopter as the global leader in the rotorcraft industry, demonstrate their commitment to customers, generate a powerful re-entry into the Short Light Single (SLS) product class and send a resounding message to reinforce Bell Helicopter’s presence and future in the commercial market.

The launch campaign began with a build-up that leveraged multiple touch points that included digital and print advertising placements, social media, email marketing and press releases, in addition to a series of teaser videos that garnered thousands of hits prior to the show open date. The campaign continued with an on-site presence including teasers in the show daily, large-scale banners at the convention center and hotels, host hotel bar re-branding, door hangers, key cards and branded literature. Bell Helicopter capitalized on the powerful brand of the first JetRanger, while redefining the new aircraft as the best combination of value, performance and features.

On the first day at HAI HELI-EXPO, Bell Helicopter opened with a show-stopping, multi-faceted experience that revealed three full-scale mock-ups of the Bell 505 Jet Ranger X. The reveal sequence was the climax of a keynote speech delivered by Bell Helicopter’s President and CEO, John Garrison, to the industry attendees, as well as Bell Helicopter employees worldwide via a live video feed.

Following the reveal, attendees were invited on stage for a closer look at the new aircraft. Red, white and blue in color, the three aircraft were each configured differently to show the flexibility and personalization to meet customer mission needs. For those ready to purchase, ordering stations were positioned throughout the booth to allow attendees to “design” their own aircraft and place immediate orders.

Through a process of passion and innovation, Bell Helicopter told a compelling story of this re-imagined aviation legend by elevating the anticipation through well-developed pre-show, at-show and post-show strategies. The success of the event was measured by the sale of 171 aircraft at the show via Bell Helicopter’s unique ordering stations. The reveal also generated 205 additional leads for the post show follow up.

In addition to the sales and sales leads, the launch resulted in 124 published articles with global circulation, 714,000 media impressions and 25 interviews conducted with Bell Helicopter representatives. There were over 28,000 visits to the microsite, a global print reach of 438,646, and over 300,000 digital ad impressions. Use of social media generated 1.6M Twitter impressions and touched 1.1M people through Facebook. You Tube generated 4,100 video views off an abbreviated show video and 41,000 full version views.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

List of 10:
1. 171 aircrafts sold and 205 additional leads because of the event.
2. 124 published articles with global circulation.
3. 714,000 media impressions.
4. 25 interviews conducted with Bell Helicopter Representatives.
5. 28,000 visits to the microsite.
6. 438,646 global print reach.
7. 300,000 digital ad impressions.
8. 1.6 million Twitter impressions.
9. 1.1 million Facebook impressions.
10. Over 45,000 YouTube views.