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Anderson Claims Bombardier

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Anderson Communications Group has won the advertising account of Bombardier Business Aircraft.

The Hilton Head, S.C., agency defeated BBDO in New York and an undisclosed Canadian contender in the finals of a review to win the estimated $7 million business.

"We have good category experience," said ACG chief executive David Anderson. "We demonstrated a unique understanding of Bombardier's issues and challenges, so our ideas and strategies leveraged the market."

ACG formerly served as lead agency for Gulfstream Aerospace, one of Bombardier's chief competitors. Other rivals include aircraft manufactured by Cessna (Citation) and Dassault (Falcon).

The shop's upcoming campaign will appear in industry trade media and business publications such as Forbes, Fortune, The Economist and The Wall Street Journal. Print efforts will be supported by broadcast and online components.

Anderson's strategic planning and creative work will support the Montreal-based company's Learjet, Continental, Challenger and long-range Global Express airplanes, as well as its pre-owned and service network units.

Media buying duties are handled in-house.

"These [aircraft] are highly considered purchases," said Anderson. "Our messaging has to be cued in a compelling manner to prospective customers."

The market for the $10-45 million jets is exceedingly small, but highly lucrative. ACG will target wealthy individuals and Fortune 500 corporations.

For individuals, the jet aircraft are discretionary purchases that symbolize "accomplishment, success, confidence, capability," Anderson said. For corporations, the planes represent "fantastic business tools" that increase efficiency and productivity.

"In our campaign, we'll work to display the emotional characteristics of these purchases," said Anderson. "Believe it or not, this is a very competitive business."