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Making the Connection at NBAA-BACE

This year marked 75 years for the National Business Aviation Association and boy, do we have a lot to celebrate. It was nearly impossible to walk into NBAA-BACE with anything less than a positive attitude given the business aviation market over the last two years. 

This year’s event had more than 800 exhibitors and 70 static display aircraft listed and reportedly drew more than 20,000 attendees. It was no real surprise that innovation, sustainability, supply chain and recruitment were key topics whether you attended a keynote or casually spoke at a cocktail hour.

Advanced Air Mobility

If you were seeking inspiration, all you needed to do was step into the Emerging Technology Zone. Supernal, the advanced air mobility division of Korean car maker Hyundai, had amazing positioning as you walked into the convention hall. The interactive touch screens and beautifully sleek mockup drew passersby in. As mentioned in the keynote, the competition for this market will be strong. It’s amazing to think that out of the 300 companies working on AAM, only five will probably survive funding, certification and competition.


Whether it’s Sustainable Aviation Fuel (SAF), book-and-claim options to offset your carbon footprint or educational sessions, we must each play a role in changing the narrative around aviation and its impact. It’s also becoming clear to groups like 4Air, a sustainability solutions program, that needs in this area are going to look different for each company.

Recruiting Now and the Next Generation

Aviation’s workforce is on everyone’s mind and how could it not be? What is becoming increasingly more evident, too, is the age at which we need to pique interest in aviation. Waiting until high school is no longer an option. We need to be developing a passion in those as young as elementary school. 

Former earthrounder pilot Barrington Irving is partnering with NBAA and other industry stakeholders to build an aviation workforce training center in Miami. It’s also up to each of us to reach out on a local level. Let students know that being a pilot or a mechanic aren’t the only options. Attorneys, CPAs, marketing and creatives all serve a role. Many people are asking, who’s going to pull all of these efforts together and lead the charge?

Memorable Keynotes

While we were only able to attend the Tuesday and Wednesday keynotes, I must say that they were the best I’ve heard in years. On Tuesday, we had Neil deGrasse Tyson enthralling us with talk of space and not quashing curiosity in kids. On Wednesday, the team behind Top Gun: Maverick reminisced over pulling G’s and the technical flying aspects it took to make the blockbuster film as realistic as possible.

Wins for Wichita

Textron Aviation had good news throughout the show. The eAviation division is taking a leadership role in the AAM space with both electric and autonomous aircraft. It’s putting an emphasis on aftermarket services and support with expanded parts operation and new satellite service center in Dallas. There will be expanded parts distribution out of Wichita.

Celebrating and Remembering

There are more milestones to celebrate. Our friends at AIN celebrated 50 years of evolving from convention news to a key email in our inbox each day. Our clients at King Aerospace celebrated 30 years in business. We always enjoy attending the Corporate Angel Network Fund an Angel Reception. It’s a great time to connect with colleagues both new and old while raising awareness and money for an excellent cause. On a more somber note, there were several moments of recognition for our friend Gil Wolin who flew west just over a month ago. He was an industry stalwart and had a passion for connecting people.

Connection, Connection, Connection

This year marked my 19th NBAA during my career in aviation. Each year, even the ones with less-rosy outlooks, remind me why I love our industry. As I was networking at one of the many events, a group of us stood in a circle making introductions. Forget about Kevin Bacon and six degrees of separation, we quickly realized we were, at most, two degrees from each other. Within minutes, people were high-fiving, exchanging numbers and making plans to attend an NFL game together. We are an industry of connectors.

See you in Vegas, Baby

What will the market bring in the next year? There are reasons to be optimistic and pessimistic. What we do know is that Las Vegas is the home for NBAA-BACE for the next four years. “Vegas is international. It’s the global destination for a global show and it’s also a place where high-net-worth individuals tend to be very comfortable gathering,” Chris Strong, senior v-p for events at NBAA told AIN. So, bust out your rhinestone tennis shoes and we’ll see you there.

Eisenhower Airport Travel Campaign Captures Views and Bookings

What’s the best season for a vacation? All of them, but fall is especially fabulous and a wonderful time of year to get away. Busy summer travel has passed us, leaving more available seats on aircraft. School is back in session and prices have stabilized, making it the perfect climate for exploration and a colorful ad campaign. 

Fall Into Fun Campaign Creative 

Our campaign plays up the many travel options available, vibrant city escapes and nature-infused, color-exploding fall fun. Our strategy drives travelers directly to a landing page where they can connect with the airline to book a flight. Lifestyle photography combined with playful headlines celebrate the joys of travel, and help people imagine themselves in all kinds of stimulating scenarios.  

The Falll Into Fun Campaign plays up the many travel options available, vibrant city escapes and nature-infused, color-exploding fall fun.

Enticing Destinations and Easy Booking Provide Results

Overall, the digital ads and billboards were seen over a million times and drove almost 4,000 visits to the landing page resulting in 942 external link clicks to plan a trip or book a flight. We highlighted 12 destination ideas, strategically chosen based on affordability and their autumn allure. We provided a route map reminding travelers of the 14 non-stop flights and 6 airlines that serve the region. The campaign resonated with travelers and generated impressive results, reminding us to savor the moments and go places.  

Telling Your Brand Story with Instagram Reels

For the past several years, social media strategists around the world have been predicting that “video content will soon account for 80% of social media posts.”

The time is finally upon us. The truth is, if used for good, that can be a great thing.

We’ve always heard that a picture is worth a thousand words, so imagine how many words a video can conjure up. Since the inception of Instagram in October 2010, the platform has been globally known and appreciated for sharing “Instagrammable moments” in the form of photography. It was all about those grunge filters back in the early 2010’s, and over the years the hype evolved to favor well-lit, gorgeous imagery as social media influencers became normalized.

In today’s world, Instagram Reels are now taking over our feeds and introducing us to new topics, communities and perspectives. As Instagram has recently confirmed, the algorithm favors original content in the Reels format. In fact, it already accounts for 20% of time spent on the platform.

What are Instagram Reels?

Instagram Reels are short-form video formats that typically pair video content with relevant, often trending, audio clips. Some are funny, some are emotional, some are even educational. There are many different ways to make Reels, and it’s all about what works best for your audience.

So what is the opportunity for brands?


Consumers these days crave relatable content and authenticity like never before. They strive to find brands that align with their personal values and interests while providing products they desire. People want to know the mission behind the brands they support.

As you probably have already experienced, video content has a way of depicting a scenario that is able to “hit people in their feels” like no other kind of content. Reels are relevant because they oftentimes tie music in for added emotion, provide voice-over audio for behind-the scenes instances, or even include filters for different kinds of trends.

The best way to learn what will work for you and your brand is to spend some time scrolling through Reels and see how brands similar to yours are using them. Then take the pieces that inspired you and create original content that aligns with your brand and company culture. Always strive to give your brand a real personality, and to be approachable.