Collins is one of the world’s leading providers of avionics for commercial aircraft. The lifetime value of an avionics contract for a new aircraft type is measured in the hundreds of millions of dollars. This campaign appeared to be a national effort with spread ads like these in Forbes, and Fortune, and full-page ads in the Wall Street Journal. In fact, it was highly localized to the Pacific Northwest and targeted a small but immensely influential group of decision makers in Seattle.