Ads Highlight Action, Adventure Of Flying
$1 million in national television advertising begins the week of
April 21 as the industry-supported BE A PILOT program launches
another TV campaign for new converts to flying. Some 2,000
commercials will air through late September.
”BE A PILOT is General Aviation’s first use of
regular, national TV advertising to attract consumers to the
benefits of flying,” said BE A PILOT president/CEO Drew
Steketee. Such advertising became possible with the advent of
targeted, niche cable TV networks in the 1990s. Called
“narrowcasting” (in contrast to TV’s three
original broadcast networks), themed cable networks made national
TV affordable and effective for an aviation message aimed at a
relatively small target audience.
2003, at least seven national cable channels will air BE A PILOT
messages. Eight new BE A PILOT commercials will air on
active-lifestyle, action- and learningoriented networks. They
include Discovery Channel, ESPN2, ESPN News, ESPN Classic and the
aviation-oriented Discovery Wings channel on digital cable.
Spots are scheduled to appear on Discovery’s “On the
Inside” and “Discovery Sunday;”
ESPN2/News/Classic shows including auto racing, sports variety and
“Triple Play;” and “Wings at Work,”
“Wings at War,” “Centennial of Flight” and
“Destination Space” on Discovery Wings. The
business-oriented audience will see BE A PILOT messages on CNBC
during “Wake-Up Call” and “Squawk Box” plus
the popular “Kudlow & Cramer” program.
Special messages for “Techies”
BE A PILOT also will reach computer- and science-oriented
audiences with spots on the new Tech TV network and on Discovery
Science. Commercials on these networks will include special
emphasis on the electronics revolution in the General Aviation
cockpit. One message, depicting the new electronic instrumentation
in a high-performance single, asks, “Want a Fast
Computer?” Another spot, beginning with a close-up of a new
multi-function display, says, “This is no video game!”
Widening out to show both hi-tech instrumentation and the runway
ahead, the spot concludes, “This is flying!”
While previous industry campaigns have focused on aircraft
alone, BE A PILOT also emphasizes new avionics and other products
that make flying easier and more intuitive. Manufacturers such as
Honeywell, GARMIN, Goodrich, Rockwell Collins, Avidyne, S-TEC and
others help make BE A PILOT possible.
Flying Scenes Show Action, Adventure
This year’s flying-oriented commercials feature aircraft
in action and adventure settings for the action-oriented audiences
of Discovery, ESPN and other networks. Depicted this year are more
exciting flight maneuvers, beautiful in-flight vistas and even a
back-country take-off from a remote location. (BE A PILOT’s
2002 commercials communicated a lifestyle message showing
aviation’s place in family life.) Aircraft shown in 2003 TV
advertising include those of BE A PILOT sponsors Cessna, Cirrus,
Raytheon and Diamond.
The 2003 TV schedule will include 29 airings on Discovery
Channel, 252 spots on three ESPN offerings and 445 commercials on
Discovery Wings. Spots will air 855 times on Tech TV and 240 times
on Discovery Science, plus 137 airings on CNBC. Additional network
and program schedules will be announced later.
Last year, about 25,000 of nearly 35,000 consumers who requested
BE A PILOT’s Introductory Flight Certificate for a low-cost
first flying lesson did so from TV advertising. Some 86% responded
which is prominently featured in the TV spots.