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Bell Helicopter - Best Exhibition Display, Stand or Feature

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Company: Bell Helicopter, Fort Worth, TX, USA
Entry Submitted By: GES
Company Description: Founded in 1935 as Bell Aircraft Corporation, Bell Helicopter continues to set the pace for the industry and expand the scope of vertical lift. An industry leader with unmatched name recognition, Bell Helicopter was the first to obtain commercial certification for a helicopter. Over our rich 80-year history, Bell Helicopter has delivered more than 35,000 aircraft to our customers around the world.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Exhibition Display, Stand or Feature

Nomination Title: Bell Helicopter at HAI HELI-EXPO 2017

The date on which this nominated display, stand or feature was first presented: March 7 - 9, 2017

Describe the nominated display, stand or feature's communications objectives and how it met those objectives, including the its genesis, development, performance, and results to date (up to 525 words):

Longtime global helicopter manufacturer, Bell Helicopter was ready to show the world a new face and re-establish its reputation as the innovation leader. Bell Helicopter challenged its innovation team to design a new concept aircraft by forming a core group of engineers and designers who proved to be highly collaborative problem solvers. The goal was to visually display the technologies and innovations that present Bell Helicopter’s go-to-market roadmap. Out of this challenge sprung the FCX-001, their vision for the future of rotorcraft. Since the FCX-001 was strictly a concept aircraft, Bell Helicopter’s goal for the FCX-001 was not sales, but educating the large HAI HELI-EXPO audience about its capabilities and owning the event’s share of voice.

The reveal of a new aircraft is especially exciting in the helicopter industry. Bell Helicopter wanted to build anticipation and demand for its products and services while providing customers with an unforgettable experience that lasted long after the curtain was raised. To properly unveil the innovative new FCX-001 concept aircraft, Bell Helicopter collaborated with GES to think well outside of the box. The team worked to produce and orchestrate a fitting introduction, complete with an augmented reality experience for visitors. The morning of the event, Bell Helicopter’s reveal was the first presentation slot of the show. As attendees began to crowd the area in anticipation, they were greeted with music, video and an opening sequence. After a brief introduction from Bell Helicopter’s CEO, the FCX-001 – hidden from sight until that point – emerged from behind curtains that flew up into the ceiling in a theatrical and surprising reveal.


Bell Helicopter hosted more than 2,000 interactive experiences over the three day show.
Digital engagement was high:

-Facebook Live view - 11,629 including 43,243 users reached, 1,518 Reactions (Liked, Loved, Shock, etc.), 297 Shared the Video with Friends, Men, 25-34 Top Audience
-23,096 Twitter impressions, 757 New Followers, 88% Increase in Mentions, 55% Increase in Impressions, 23,096 Impressions for the FCX-001 Tweet
-3,274 Snapchat views.
-Bell Helicopter’s landing page received 2,872 views, 77 Opt-In Emails Captured
-Teaser video received 1,495 plays.
-Anticipation by HAI Heli-Expo attendees increased Bell Helicopter’s customer reception turn-out rate by 120% over expected number of guests.

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:

Creative and Production
GES, Melissa Levesque, Irving, Texas
Maximillian Productions, Ryan Gruzen, Sherman Oaks, CA
Sector 5 Digital, Doug Fidler, Dallas, Texas