When aviation-service leader Elliott Aviation launched Elliott Jets, its aircraft brokerage, acquisition and trades division, it needed to brand and market this business segment separately. Greteman Group’s charge: reflect the Elliott team’s current sales activity and the future vision to expand sales expertise into a larger and more diverse set of airframes, communicate the addition of three new sales locations (for a total of five), and announce new leadership. Our outreach needed to leverage Elliott Aviation’s many strengths and position Elliott Jets as a powerhouse from Day One.
Good things happen when you launch a new initiative from a proven platform.SONIA GRETEMAN
and creative director
Our series of three ads introduced and promoted Elliott Jets as an ambitious, energetic startup – with the support and expertise of an eight-decade-old, family-owned aviation leader. Advertising shed the image of the company’s earlier King Air/Beechcraft background to showcase its ability to take on any size business jet. Messaging promotes its precise process to remove the guesswork from aircraft sales. Visuals reflect a broad representation of aircraft, specifically jets, emphasizing Elliott’s move-up market.
Video on the homepage adds stickiness by immediately engaging visitors.
A new responsive website functions equally well across platforms – desktop, tablet, smartphone. A content management system (CMS) facilitates frequent updates, particularly important for the aircraft inventory and specifications page. The customized CMS accommodates a media gallery, information on aircraft buying and selling, team profiles, downloads and editable avionics listings. Every page features calls to action that boost engagement. Elliott Jets lists customer aircraft on its site as well as through social media channels and other aircraft sales avenues both in print and online. The branding and outreach all work to support Elliott Jets’ commitment to deliver an exceptional aircraft sales experience.
The ad campaign and website launched to much acclaim at NBAA2014. A Day One press conference communicated Elliott Jets’ vision to media, who spread that message through high-profile articles in leading aviation trade publications. A who’s-who reception at the static display of aircraft drew crowds and announced that this is a business going places.