Despite emerging as one of the fastest growing private jet companies in the U.S. in recent years, Jet Edge International came to us as a brand in transition with limited visibility beyond the highly competitive aviation industry. Recognizing an opportunity to tell a business story that would both raise the company’s mainstream business profile and reach its affluent target audience, OHC embarked on a strategic corporate reputation campaign positioning former top Hollywood producer Bill Papariella, now the company’s president and chief executive officer, as a titan of business.
After crafting the company’s double-digit growth story around Papariella, we leveraged our top-tier national and local contacts to secure cover stories, multi-page magazine features and key mentions in expert roundups. Among those placements were features in Los Angeles Business Journal, Smart Business, USA Today, Forbes.com, Robb Report, Aviation Week, San Fernando Valley Business Journal and Business Travel News.
Throughout our multi-channel campaign, we also paid close attention to the communications challenges of companies in the aviation industry, providing guidance on sensitive issues and closely monitoring and mitigating stories with the potential to subtract from our core messaging.