Best Airline Website

The Citation X (Roman numeral 10) is the flagship aircraft of the Cessna jet fleet. Introduced in 1990, it is still today the world’s fastest operative civilian jet. It was the company’s response to the market’s need for a midsized aircraft with coast-to-coast capabilities.

With competition in the industry growing steadily – newcomer Embraer stealing share in the jet market – and the economy putting significant pressure on Cessna – a work force that in only two years was cut by more than half – Cessna knew it had to respond. So, the company began preparations to announce significant upgrades to its crown jewel at the National Business Aviation Association’s Annual Meeting & Convention in Atlanta, Georgia in October of 2010. Our challenge was to name and launch this “new and improved” aircraft, while also paying homage to what was already Cessna’s top performer. We needed to generate interest and excitement around this jet, giving the sales force an excited prospect base to sell to.

But these potential buyers are not just a regular audience of prospects – purchasers of the Citation X were being asked to pay nearly $22 million for this one-of-a-kind aircraft. These were: current Citation X owners, move-up purchasers and performance enthusiasts.

The website was created to allow interested prospects to learn more information and explore an aircraft that had not even been built yet. It offered an interactive look at the cockpit and cabin, a 360 degree view of the exterior of the plane, and information about the stunning and yet-to-be-seen Garmin G5000 avionics panel. Interestingly enough, most of the views of the aircraft (interior and exterior) were created by 3D modeling in-house at Bailey Lauerman by using CAD files provided by the engineers at Cessna Aircraft Company.

Contributors:

Interactive Designer:	Nino Kapetanovic
Interactive Developer:	Roundscapes
Art Director:	Marcelo Piloplis
Creative Director/Copywriter:	Raleigh Drennon
Account Executive:	Derek Peterson
Digital Project Manager:	Jackie Normington
Director of Digital Solutions :	Mike Murray

BAILEY LAUERMAN

Location: United States of America

About the Agency:

We tell a good story. Because people think in stories. Our brains are wired that way. So it shouldn't be surprising that you can't have a brand without a darn good story. It gives a brand its meaning. Involves people in it. Makes people care about it. A good story, well told, can change a brand's destiny. Rewrite its future. And what's good for a brand is good for business. No company ever went broke capturing the imagination of its customers. So it's a lucky thing we have a knack for simple, honest storytelling. Maybe it's the Nebraska in us. Certainly, it's why Bailey Lauerman is one of the most awarded creative agencies in the country. Why we've attracted a team of the best creative and strategic talent. And why we have the privilege of supporting some of America's leading brands. Yes, business is always good when you have a great story to tell.