BtoB

BtoB's Best - Integrated Campaign (less than $200,000): Cessna Aircraft Co.

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Cessna Aircraft Co. Agency: Sullivan Higdon & Sink, Wichita, Kan. Campaign: Cessna Citation Longitude product launch Launch date: May 2012 Creative credits: Creative director: P. Scott Flemming; brand manager: Kristjan Olson; art director: Mike McCoy; copywriter: Bart Wilcox; production: Darrin Hephner; digital producer: Jeff Wendling; creative technologist: Chad Smith; agency support: Sarah Kerby, Jim Reed; project manager: John Beasley Why we liked it: If there's an occasion to go big and bold with advertising, it's certainly the launch of a new jet. Aircraft maker Cessna's campaign to introduce the company's new midsize business jet, which can fly 4,000 nautical miles nonstop, is sleek and sophisticated, speaking in a language that globe-trotting hotshots understand. Copy wittily touts that the jet “pulls out all the stops” for trips between far-flung cities, such as Beijing and Moscow, and talks dollars and sense, noting that the Longitude costs millions less than rivals. Print, TV, brochure and website all feature glossy photography of the jets, including an eye-catching shot of the luxurious interior. The world of private planes is rarefied, as can be the world of truly good b-to-b advertising, but Cessna has reached cruising altitude in both.
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