Gama Aviation Plc is a global business aviation services company listed on the London Stock Exchange (AIM). The business focuses on those sectors where the need for aviation asset performance is fundamental, from large multinational corporations to small enterprises, to high-net-worth individuals, to the military, police forces and healthcare providers. Within each sector the company offers the following services: business aircraft charter, aircraft management, fixed-base operations (FBO), design engineering and aviation software services. It has a network of 44 operating locations across five continents and manages a fleet of more than 145 aircraft.
Client Objective
- To build our reputation as a top five global aviation services provider.
- To build primary leads for maintenance and engineering services.
Solution
Annual multimedia campaign utilizing content marketing (single- and multi-sponsor inserts); print and online advertising including event banners on landing pages; and e-newsletter banner ads plus print distribution sponsorship at four business aviation conventions on three continents.
Results
Gama Aviation’s multimedia print and online campaigns with AIN since 2014 have reached the following audiences each year:
- 38,528 qualified subscribers - Aviation International News
- 210,157 monthly unique visitors - AINonline.com
- 35,206 weekly subscribers - AIN Alerts
- 36,000 subscribers - Business Jet Traveler
- 56,500 attendees - ABACE, EBACE, NBAA and MEBAA Convention News
- 376,391 Total business aviation qualified readers
Client Feedback
Q & A with Duncan Daines, Group Chief Marketing Officer, Gama Aviation
What benefits have you found in deploying multi-platform campaigns with AIN each year? By using a multi-platform approach, we are able to benefit from the strength of each print and online media type. We closely evaluate the strength of each, adjusting how much we spend and the frequency of our campaigns to help deliver better performance.
What attracts you to working with AIN to produce content-marketing offerings (single and multi-sponsor)?
Working with AIN is incredibly easy. Their people are always open to ideas for everything from the smallest tactical ad to content syndication. I value their flexibility and, as we move increasingly into video, I know I’ll want them to become involved in cohosting, using platforms such as Periscope for industry debates and specials.
What tips would you give to fellow marketing or industry professionals seeking to raise their profile in the business aviation arena?
Here are the questions I always try to address with my team:
- Do we understand the audience? What are they looking for and how might we be able to communicate that we have a solution to their needs?
- What media will they consume and how can we leverage the media possibilities to engage with them in a meaningful, action-oriented way?
- Are we delivering our brand promise or are we simply doing what everyone else is doing? If we are doing the same as everyone else, why are we doing it?
We don’t always get it right the first time but we try, we learn and then we try again. Unlike the rest of the industry (which has a necessary operational focus on safety), marketing teams need to push and take risks, to cut through and change. Working with AIN allows me to do this.
