EBAA – Awareness Campaign
Client Name :
European Business Aviation Association (EBAA)
Type of Industry:
Business Aviation often has a negative connotation among general audiences and public officials. EBAA wanted to launch an awareness campaign about Business Aviation in Europe and its contribution to society and the regional economy.
For all strategic initiatives, Mach Media implements the IMAP steps to find a solution for our clients’ challenges.
Mach Media was hired to serve as the Lead Agency for a five-year awareness campaign to transform the perception of the industry across Europe. This campaign is currently ongoing.
Using principles of Human Centered Design, Mach Media and partner agencies conducted a series of 150 qualitative interviews with key stakeholders groups, over a two-month period. The insights were used to design a messaging pyramid and brand platform called #ExpandingHorizons.
This in turn was translated into a campaign Manifesto and Visual Identity:
Application of style
All agencies collaborated to create a communication plan, which includes a series of programmable social media videos, a website launch, publication of an economic report, launch event in Brussels, thought leadership research (and related event and PR activities), and a regulatory and public affairs engagement strategy.
A comprehensive Measurement Framework has also been created to track and measure the effectiveness of the campaign every two years.