Best Other Ads The Client Did Not Pick

The Cessna Citation Service Centers declined to pursue an ad titled TAKE ANOTHER LOOK. The compare-and-contrast photography ad featured a professional-looking Cessna Citation Service Center aircraft maintenance shop compared with what the industry calls a “mom and pop shop,” or one with less professional appeal. The ad was written and designed to drive home with Citation owners and operators the better value of getting their aircraft maintained at a more professional operation and focused on the time and economic value of the Cessna facilities. The ad was to run in aviation publications where prospective customers have been proven to get their aircraft maintenance information. Cessna declines to run the aid for the simple reason that the general aviation industry, while competitive, is a very tight community. The industry’s practice for decades has been to not criticize any other aviation provider because it might cast aspersions on the entire industry to acknowledge that there are less than adequate practitioners within it. The industry has assumed this posture because such inadequate performance reflects poorly on the industry’s ability to maintain all aircraft to safe standards under the theory that the industry is only as strong as its weakest link. Consequently, Cessna’s Service Center advertising assumes a less confrontational approach and utilizes more positive advertising.

Contributors:

Director of Sales and Marketing:	Kristin Guthrie
Marketing Manager:	Shane McCormick
Marketing Effectiveness Analyst:	Jennifer Glassner
Product Marketing Specialist:	Louis Brown
Marketing and Communications Supervisor:	Mitzie Hall

CESSNA AIRCRAFT

Location: US