BOSTON Mintz & Hoke has launched a print effort for longtime client Pratt & Whitney designed to accent the company's 78-year role in aviation history on the 100th anniversary of the first powered flight.
The goal is to portray Pratt & Whitney as an innovator and draw attention to its industry "firsts," an agency representative said.
Ads juxtapose client products with historic airplane images. One execution shows a modern jet fighter flying alongside World War II-era planes. The headline, common to all ads in the series: "Innovation creates history. History creates innovation." Text continues: "The 425 shaft horsepower Wasp engine that Pratt & Whitney developed in 1925 changed the aerospace industry. That breakthrough led to the F135 powering the world's most advanced strike fighter on its first flight 78 years later."
Other ads in the series show a 1930s air show crowd apparently watching the flight of a streamlined, modern private jet and a 1950s airport scene with a contemporary passenger plane soaring overhead.
The ads from the independent shop in Avon, Conn., all end with the line, "At Pratt & Whitney, today's ideas continue to shape the future of flight."
The media schedule includes Aviation Week Show News, Flight Daily News and other trade periodicals.