Signature Flight Support is the largest network of FBOs in the world. It has decades of experience in developing, operating and maintaining first-class facilities and providing unequaled services at the world’s leading commercial and general-aviation airports. Our task was to reposition the company in the marketplace and more effectively communicate the core values and benefits of the Signature brand.
Signature is the undisputed biggest-and-best FBO in the world and prices its services accordingly. This commitment to excellence was sometimes viewed as always being on the higher end of the pricing scale, a perception that Signature wanted to address.
Signature embraced its role and reputation as the leader, looking and sounding like one in its marketing communications. We developed a position based on the “value of leadership” and the benefits that customers realize as a result: consistency, quality, security, safety, reliability and confidence. Customers can be assured they are getting world-class services, performed under the most stringent standards.
In phase one of our rebranding efforts, Greteman Group developed an ad campaign for the major trade publications that focused on the qualities of being the leader. A typical headline: “Wherever you fly, excellence has the same Signature.” The tone of the advertising, coupled with eye-popping designs, work together to communicate leadership.
Feedback from Signature customers and employees tell us we’re sending the right message. Signature is presenting a consistent and integrated brand to the marketplace. Employee pride in the new leadership positioning is high. Traffic to Signature FBOs is increasing and the company has continued its rapid growth, adding new locations annually. More than 100 to date.
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