Company: Bell Helicopter, Dallas, TX
Entry Submitted By: 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: Live Event Categories
Nomination Sub Category: Best Exhibition Display, Stand or Feature

Nomination Title: Bell Helicopter 505 Jet Ranger X Reveal

The date on which this nominated production was first presented: 2/25/14 through 2/27/14

Briefly describe the nominated display, stand or feature's objectives and how it met those objectives (up to 525 words):

In February 2014, Bell Helicopter needed to introduce 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 Jet Ranger. 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's HELI-EXPO, the largest trade show dedicated to the international helicopter community, attracting more than 18,000.

Bell Helicopter partnered with Global Experience Specialists (GES) and Maximilian Productions to create an engaging opening event at Heli-Expo. Goals were set to position Bell Helicopter as the global leader in the rotor-craft 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 their presence and future in the market.

A “teaser campaign” was leveraged pre-show that included social media, emails and press releases, as well as a series of videos. Throughout the build-up, Bell Helicopter worked to capitalize on the powerful brand equity of the very first Jet Ranger, which defined the SLS category, while redefining the new aircraft which would be the best combination of value, performance and features in the category.

On the first day at Heli-Expo, Bell Helicopter opened with a show-stopping multifaceted experience that revealed three full scale mock-ups of the Bell Helicopter 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 industry attendees and Bell Helicopter employees worldwide via a live video feed.

It began with a series of targeted documentaries using a 180 degree kabuki surface as an immersive movie screen. Massive abstract beauty images of the Bell Helicopter Jet Ranger X teased the audience, fading in and out of blackness with aerodynamic lines flowing by. With the sound of an engine winding up, the journey began with vertical lift off and flight through different environments. As the aircraft approached a skyscraper landing point, a huge red curtain fell over the kabuki. Massive rumbling machinery sounds filled the air, shadows of the aircraft seen and the Bell Helicopter 505 Jet Ranger X appeared to be rising on a lift, into position behind the kabuki screen as the original score reached a crescendo. The massive kabuki was sucked into the rafters revealing the first of three mock ups, followed by the dropping of a second layer of material to reveal a second and third Bell Helicopter 505 Jet Ranger X.

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 an additional 205 leads for the sales’ teams to follow up on post-show.

Additionally, the launch also led to 124 published articles with global circulation, 714,000 media impressions and 25 interviews conducted with Bell Helicopter representatives. 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.

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Agency/City: Global Experience Specialists (GES) Las Vegas, NV

Client: Bell Helicopter

Designer: Global Experience Specialists (GES)

Production Company: Maximilian Productions