Company: Global Experience Specialists (GES)
Company Description: Global Experience Specialists, GES), a Viad Corp (NYSE: VVI) company, is a leading marketing agency that produces exhibitions, events, exhibits and retail environments. GES provides a wide range of services, including turn- key official show services, cutting- edge creative and design, marketing and measurement services—all with an unrivaled global reach.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Aerospace & Defense

Nomination Title: Bell Helicopter

Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

HELI-EXPO® is the largest tradeshow dedicated to the international helicopter community, attracting more than 18,000 industry professionals. With the 2012 show being held in Dallas/Ft. Worth – the company’s corporate headquarters – Bell Helicopter turned to Global Experience Specialists (GES) to help make the most of this unique opportunity.

More significant even than it’s being held in Bell Helicopter’s hometown, the 2012 event was to be an historic occasion, with Bell Helicopter introducing the largest new product development in the company’s history:

The all-new Bell 525 Relentless is not just a new model, it pioneers an entirely new class of helicopter – the world's first "super-medium" helicopter. With a spacious cabin capable of carrying up to 16 passengers, the Bell 525 Relentless is an unprecedented product for this new market segment.

This once-in-a-lifetime opportunity would be the central focus for GES and Bell Helicopter at HELI-EXPO.

From the first invitation through the beginning of the event, customers and visitors were intrigued with teaser advertising telling them that “something big” would be happening at this year’s HELI-EXPO.

Taking advantage of Bell Helicopter’s home-field advantage, GES extended the teaser campaign with strategically-placed messages about Bell Helicopter’s “big news” along the path visitors would follow to the show: Duratran signage in airport baggage claims; even static clings on guestroom mirrors reminded everyone that there was something “big” coming from Bell that could not be missed.

In fact, almost the entire one-million square-foot Dallas Convention Center became a canvas for Bell Helicopter. Walls, windows and the Center’s most distinctive feature – its central grand staircase – were labeled with the Bell 525 Relentless color scheme and icon.

One of the biggest challenges is how to sustain momentum after the premiere is over. GES accomplished this by working around the clock: Between the close of the show’s first day and the opening of its second, teaser display advertising throughout the convention center and beyond was replaced with entirely new material, now showing the newly unveiled Bell 525 Relentless. A video of the product reveal was posted to a special BellOnAMission website and to You Tube for repeated viewing.

Not everyone who visits HELI-EXPO is in the market for a new class of helicopter, so it was critical that GES channel the buzz and excitement into Bell Helicopter’s full range of product and service offerings. Emphasizing Bell Helicopter’s commitment to all its customers, the booth experience made it easy for attendees to get answers to their unique and individual questions. A series of mini-events brought together Bell Helicopter executives and industry leaders to discuss all areas of operation, from Emergency Medical Services to Corporate missions. Bell Helicopter’s extensive customer support and service and support were showcased with detailed information about product offerings as well as an interactive map listing Bell Helicopter’s many partners and service centers.

The official unveiling of the new Bell 525 Relentless was one of the most highly attended product launches of this or any show. By strategically leveraging its impact across the full range of products and services, HELI-EXPO was successful for Bell Helicopter.

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):

Frank Laudo is an advertising agency industry veteran with more than 30 years experience on the agency side, working on national and international brands like Toyota, Sony PlayStation, Hyatt Hotels and P&G. Frank brings his creativity to the experiential space and has won numerous awards from the Cannes Lions, New York Festival, DMA Echo and Telly.

“At the end of the day it’s all about getting awards for our clients and moving the needle on their brand,” said Laudo.

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