Breitling has showcased its aerobatics group, the Jet Team, across North America in a series of air show events.
The aviation industry is a key market for Breitling, a developer and manufacturer of technically-oriented watches and instruments.
To convey its passion for aerobatics Breitling created its own Jet Team; billed as the world’s largest professional civilian team performing on jets.
With fast and powerful aircraft piloted by flying aces, the team illustrates the brand’s values of performance, precision, aesthetic sophistication and innovation.
To maintain a strong profile in the aviation sector throughout 2015, Breitling's established a presence at 10 air shows in North America from April to October, showcasing its Jet Team, promoting its product range and meeting existing and prospective clients. However, with so many events to attend, its presence at each had to be as cost effective as possible, while still making a meaningful impact.
When its Los Angeles office won the contract to create and manage the tour, brand experience agency 2Heads sought to capitalise on the marketing opportunity.
“The aviation industry is a key market for Breitling.” explains 2Heads’ senior account manager Michelle Velasco. “The North American Tour maintains Breitling’s profile, while also enabling it to meet and greet existing clients, win new ones and sell its products. It’s an important part of the company’s global marketing strategy.”
Taking off with the Sun ‘n Fun International Expo and Fly-In in Lakeland Florida in April, the event schedule included events in Milwaukee, Fort Worth, Ventura and Houston in the US, plus Abbotsford and Toronto in Canada, with the most exciting and important being the National Championship Air Races in Reno, Nevada, where Breitling had its largest presence.
2Heads created compact brand experiences for each event to enable Breitling to deliver a consistent presence. Where needed, these incorporated a hospitality area to entertain guests, a retail function where products could be sold, plus an exclusive VIP area for special guests.
The flexible design allowed it to be tailored to a variety of sizes, depending on the importance of each event or the available area. Breitling exhibited at all 10 air shows, touring its flexible branded environment across North America.
The company’s presence reportedly drove product sales and strengthened key business relationships.
“Each event went well, with the Jet Team proving their worth by not only putting Breitling in the spotlight, but also acting as excellent ambassadors for the brand,” says Velasco. “Some of the events, like those in Ft. Worth and Reno, were back-to-back, and an event schedule of this magnitude is never going to be without its challenges, but 2Heads worked closely with the Breitling team to quickly resolve any issues, making for an overall successful 2015 tour.”
