Background:

click to enlarge

Approximately five years ago, in an effort to diversify its portfolio of companies, Raytheon bought Hawker, the commercial business jet company located in Little Rock, AK and the United Kingdom.

About Hawker:
Formerly known as Hawker-Sidley, Hawker is an integral part of Raytheon Aircraft Company's initiative to be the foremost business jet provider among countless corporations worldwide. Its flagship line, led by the Hawker 800XP, has a reputation of being the most effective, rigorously engineered business jet for the mid-size business class of aircraft. In fact, the Hawker 800XP has sold over 50% of the mid-size class of business jets. No other jet can claim such success worldwide.

Hawker recently introduced a comprehensive line of business jets, which includes the Hawker 400XP light jet, the Hawker 800XP, and the highly anticipated super, mid-sized corporate jet, the Hawker Horizon. This strategic move positions the company to capture a larger share of three important growth categories. Hawker has earned a reputation for its well-appointed, luxurious cabins, that allow executives to work productively wherever, whenever they are in the skies. This is an important asset that enables organizations to increase worker productivity and service to customers.

Issue:
Hawker targets sophisticated business executives who rely heavily on business travel to manage efficient use of their time. The brand was closely aligned with the master brand, Raytheon Aircraft Company, and its sister company Beechcraft. As a result of subjugating its brand under the parent company and being closely aligned with the dramatically different Beechcraft audience (a Raytheon Aircraft Brand targeting owner-operated pilots), it lost trust within its customer base. In addition, transforming the BeechJet 400A into the Hawker 400XP in 2003 added yet another level of brand confusion.

Underlining all of this were the rumors that Raytheon Aircraft's parent company, primarily a defense contractor, was attempting to sell the division, creating additional doubt within its constituent base.

In response, Raytheon Aircraft Company made an organizational change and recently separated operations between Beechcraft and Hawker, allowing each to concentrate resources to their appropriate demographics. This move was met with positive reaction from their customers as a renewed sign of focus and commitment.

Consequently the Hawker brand needed to be re-launched to the business audience (COB, CEO, CFO, COO) and chief pilots, individuals who are collectively influential when selecting the appropriate business jet assets for their fleets.

Creative Solution:

Hawker:
Winsper was hired to re-launch Hawker into the marketplace. Through market research conducted with the C-Suite Audience, Chief Pilots, Directors of Aviation Department and industry influencers worldwide, the Agency unearthed the insight that led to the new Hawker positioning - Unequalled. It balanced the emotional and rational requirements of the audience.

Hawker jets are so well engineered from the inside out, meeting the vast majority of purchase criteria where other business jets were weak. Safety, efficiency, cabin size, payload and range are just some of the qualities that elevate Hawker above the competition. Amazingly, a story surfaced that told how one Hawker jet had a missile fired through its wing, yet still was able land safely. Illustrating this no compromise attitude required by its users, the Agency tapped into the end-user's stringent demand for the world's best.

The Hawker campaign ad will appear in Canadian Business, Business and Commercial Aviation, Professional Pilot and Aviation International News. The agency developed the tagline Unequalled.

The Agency has also produced a high-level, peer-to-peer 1:1 direct marketing and collateral targeting Chairman of the Board, CEO, and Presidents as well and Chief Pilots of large organizations.

"As so often with brands that have stumbled from grace with their most loyal customers, our job was to restore the mystique and luster to this hallmark name of the aviation world," said Steve Bautista, writer and co-creative director of the project. "Hawker is building upon the integrity of these products with a new era of technology and improvement. The results of their efforts is a compelling topic for advertising."