Client: Embraer

Description:

Said to be the largest private enterprise in Brazil, Embraer is known in commercial aviation circles around the world for its enormously successful regional jets, and its incisive introduction of the larger, 70 to 110-passenger commercial jets for point-to-point travel. Embraer was founded in 1969, changed to private sector ownership in 1994, and restructured to publicly traded common shares in 2006. Since privatization in 1994, the aviation experts of Embraer have quickly developed an excellent reputation in financial circles for the company's ability to focus profitably on specific market segments with high growth potential.

Situation:

Embraer entered the business aviation sector by introducing its first executive jet, called Legacy®, in 2002. The Legacy was based on the Embraer 135 regional commercial jet. Research showed that Embraer, although respected for engineering, was not seen as a serious participant in the business jet arena. With one product, seen as a derivative, the executive jet market wondered how committed this successful commercial jet maker could be to executive aviation.

Embraer hired Anderson in 2005 to help introduce two new private jets, and to articulate a new brand positioning for what would become a full line of executive jets.

Strategy:

Anderson helped launch the two new jets—the Phenom® 100 very light jet and the Phenom® 300 light jet—with a multi-media campaign leading up to, and including, the 2005 NBAA (National Business Aviation Association) conference. The Phenom introductory campaign was distinguished by the award for best product introduction by Brazil's association of marketing professionals, the ABMN (Associação Brasileira de Marketing e Negócios).

“Announce with Dignity and Excitement”

“Confirmation and Commitment” was the theme and graphic environment Anderson created to support the announcement of the Phenom 100 and Phenom 300 programs at the Corcoran Gallery of Art, in Washington, D.C. on May 5, 2005. Invited industry leaders and aviation press were treated as insiders in the momentous announcement that Embraer, the third largest maker of jets in the world, was proving its full commitment to executive aviation by introducing a Very Light Jet and a Light Jet – and significantly, by also committing, in detail, to the support services and facilities demanded by executive aviation operators. The excitement of the two new products was used to share attention with the service and support initiatives Embraer announced to demonstrate its understanding of what the business aviation market requires.

Anderson produced a video program of the announcement event within 24 hours and it was webcast to press and industry influentials around the world who had been unable to attend personally. After the webcast, the announcement video was featured on the Embraer website.

“Come In Hot”

Anderson counseled Embraer to create anticipation and industry discussion during the six months between the announcement in Washington, and the introduction at NBAA in Orlando. Using the language of pilots who make a fast, steep final approach, the strategy was known as “Come In Hot.”

The pre-launch campaign, titled “See the Lights,” included extensive aviation industry advertising, direct mail, sales support materials, signage, outdoor, films and even themed hotel key cards for each person who attended NBAA.

“See the Lights” extended through the graphic environment, film and convention advertising seen by the business aviation community when full-size mockups of the Phenom 100 and Phenom 300 interiors were unveiled at NBAA in a crescendo of sight, sound and action.

“Never Level Off”

The agency created five optional campaign concepts to define the Embraer Executive Jets division overall. The selected campaign, rolled out immediately after NBAA, included regular insertions in The Wall Street Journal.

Six months after the launch of the new light and very light jets, Anderson helped introduce Embraer's first large luxury jet, the Lineage 1000®, at the 2006 European air show, EBACE.

Anderson then created a strategy and campaign to market Embraer's worldwide service and support network, “Solid Ground for Flight Unbound,” which was introduced at NBAA 2006.

Results:

• In the first three days following their introduction at NBAA 2005, more than 30 light jets and very light jets were sold on the spot, at the conference. In fact, so many contracts were generated at the show, that additional printers and fax machines had to be purchased for the Embraer exhibit headquarters to process the overflow of contracts and commitments.
• By the following NBAA conference - just 11 months after introduction - Embraer had sold 340 of the Phenom 100 and the Phenom 300 executive jets.
• Within six months of the introduction of the Lineage 1000, the large luxury executive jet, contracts were being signed with qualified customers in Europe, North America and the Middle East.
• Market feedback, prior to NBAA 2006, indicated that Embraer had gained significant credibility among business aviation customers, operators and service experts.