CLIENT SPOTLIGHT
Challenge: In a highly competitive and price-sensitive space, differentiate and retain customer loyalty to this well regarded FBO chain while considering how or if to use existing themes such as “Atlantic Attitude” and “Absolutely Atlantic.”
Strategy: Capture and convey the essence of what makes this FBO special in a way that transcends fuel price, awards, people and service — and the usual claims of “passion” and “commitment.” Our initial focus was on a client-requested print advertising campaign and our strategy emphasized a campaign.
