Conn. Shop Lands Fairchild Dornier, Will Introduce Business Jet
BOSTON–Keiler & Co. beefed up its collection of aviation clients by winning the ad account of Fairchild Dornier, a San Antonio, Texas-based airplane manufacturer.
The Farmington, Conn., agency was awarded the business after a review that included six undisclosed shops on both sides of the Atlantic.
The assignment, which represents the client’s initial foray into advertising, involves developing print and collateral advertising to introduce and promote Fairchild Dornier’s 328 business jet to the corporate market of pilots and chief executive officers, said agency president Dick Keiler.
Advertising is expected to break early next year both nationally and in European markets. Keiler pegged the budget at more than $1 million.
Don Wilson, vice president of Keiler, will serve as management supervisor on the account. Richard Feiss will act as account supervisor.
Fairchild Dornier, which manufactures turbo-propeller and jet airplanes for the corporate and regional aviation markets, maintains offices in China, Germany and Australia.
The company’s newest plane will face some stiff competition, Keiler explained, mostly from Gulfstream, Cessna and Raytheon, a former client of Keiler & Co. “It’s a very competitive market. These are not small-ticket items,” said Keiler.
“The main thing we’re selling is the comfort and roominess of the cabin.” Fairchild Dornier’s 328 jet boasts a 12-person cabin capacity along with closets and a galley for food storage and preparation.
“If you’re an executive and doing a lot of flying, those factors are going to be very important and that roomy, comfortable cabin is going to be our trump card,” Keiler said.
In the 24 years since it was formed, Keiler & Co. has developed a healthy niche in the aviation and defense markets.
Fairchild Dornier is one of 11 aircraft accounts Keiler & Co. has worked on. The agency has also serviced Pilgrim Airlines, Textron Lycoming, Raytheon Corporate Jets, Sikorsky Aircraft and Electric Boat.
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