Mintz Launches Sikorsky Print

Mintz & Hoke has un-veiled print ads for Sikorsky Aircraft, its first campaign for the client since picking up the account last fall.

The new work, breaking in current issues of aviation and defense industry publications, touts the depth and breadth of Sikorsky’s product line.

M&H’s marketing mission is to highlight all components of the client’s military and civilian aviation operations, according to an agency representative.

Each ad features graphics of the aircraft being promoted as well as a pilot’s log. M&H interviewed pilots and excerpted actual flight logs to create the ads.

An ad for the Black Hawk helicopter reads: “Shot at today. They hit an engine, two rotor blades, transmission support beam, a fuel cell and an electrical junction box. Otherwise, we’d have been in big trouble.” Additional text proclaims it is the “toughest, most powerful and survivable helicopter ever made.”

The narratives are told “through the voices of the pilots—they’re delivering the message for Sikorsky based on their own experiences,” said Bill Field, evp and director of account services at the Avon, Conn., agency.

Another execution showcases Sikorsky’s S-76 helicopter, often used for civilian rescue and corporate applications. The log follows a pilot on flights to Philadelphia, Washington, New York and back to Philadelphia over the course of a day. Copy states: “The SR-76. Freedom, speed, comfort and flexibility. It can fly in almost any condition to almost anywhere. It gets you there and gets you home. Got time for more?”

The campaign, with an estimated budget in the low seven figures, carries no tagline.

The ads are running in publications such as Defense News, Army Magazine and Army Aviation, as well as civil aviation magazines such as Helicopter World and Helicopter International. Lifestyle publications such as The Robb Report will also be used to promote recreational models to affluent consumers.

Mintz & Hoke picked up the Stratford, Conn.-based client, a unit of United Technologies, in October. Previously, Sikorsky’s advertising duties were at Keiler & Co. in Farmington, Conn., which was forced to resign the business upon winning Lockheed Martin’s $15 million account last summer.