Citadel: Life. Legacy. Citadel.
Challenge
The entity received a $17.6 million capital investment to create an aircraft center dedicated to interior private jet modifications and maintenance. Citadel is positioning to be the world’s premier provider of VIP/VVIP interior completions for large Boeing and Airbus private aircraft. In 2019 Citadel was a new entrant to the very competitive VVIP aircraft completions market and turned to 48 West Agency to build a strategic integrated marketing campaign designed to capture the attention of ultra-high net worth (UHNW) individuals with a net worth of over $5 billion.
Solution
Aviation marketing is over saturated with pictures of planes. It becomes “white noise”. Getting noticed requires compelling creative. We introduced clean and simple conceptual campaign creative focused on the why. We created the “Life. Legacy. Citadel.” campaign. The campaign speaks to the elements of time and legacy that are important to this audience. 48 West solved a marketing challenge for Citadel by positioning the fledgling company in a very competitive industry. Our integrated marketing campaign introduced a conceptual creative concept that successfully communicated how Citadel adds value to an aircraft Owner’s life and legacy. The campaign delivered an increase in overall awareness of the Citadel difference. It is important to note that in this market, it is about quality not quantity of results.
Results
PR Coverage: Achieved all targeted coverage Average Domain Authority: 78 Exceeded event lead generation expectations Increased qualified leads
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