B2B/B2C Print Advertising
When I helped launch it in North America, the Piaggio Avanti P180 was a revolutionary new business aircraft. It offered jet speed and comfort for up to eight passengers flying at 41,000 feet at speeds approaching 500 mph yet used half the fuel of its closest jet competitor, and 30% less than comparable turboprops. This introductory campaign was recognized with a prestigious Effie Award, the only advertising awards that recognize advertising effectiveness.
We launched the Avanti with this 8-page ad in key business aviation magazines, which was appropriate as we had plucked the headlines from their editorial reviews of the airplane. We supported the launch with ads in the Wall Street Journal and a tour of key US markets in the weeks following the NBAA convention.
Timing is everything. While I prefer the moodiness of the magazine version, the Wall Street Journal version of this ad shows how timely it was. The editorial headline says, Oil Prices Hit Highest Levels In a Decade while the ad headline says, Avanti Keeps Uncertain Oil Prices From Putting Your Flight Department Over A Barrel.
