TM Adds Lift to Bell Helicopter Launch

DALLAS Bell Helicopter, a unit of Textron, has introduced an integrated branding campaign from TM Advertising to promote the new 417 commercial model, the client said.

The campaign presents Bell as the innovator and leading producer of commercial and military helicopters with a new theme: “The leading edge of vertical lift.” The company retains “Fly smart. Fly Bell” as the tagline.

The new work includes print ads, collateral, product brochures and online advertising. A redesigned Web site will break later this year.

“We couldn’t have asked for a better launch for the 417,” said Mike Cox, vice president of communications for Bell Helicopter in Fort Worth, Texas. “The recent Heli-Expo in Dallas turned out a large and very enthusiastic crowd. We took orders for 100 aircraft [46 Bell 417s] during the three days, nearly tripling our number from last year. TM’s strategy and creative were right on target and contributed largely to the success of this launch.”

TM developed six print ads with headlines such as “It was inspired by you. Now it’s returning the favor,” “The future will see you now” and “If you are in limbo, here is salvation.”

The print buy includes Heli-Ops, Homeland Protection Professional, HS Today, Offshore Magazine, Offshore Source, Police Chief, Rotor, Rotor & Wing, AHS Journal, Aviation International, Business and Commercial Aviation, Flight International and Helicopter International. Online ads break this week on and

“Bell’s new branding campaign is unlike anything in the category,” said Malcolm Mace, executive vice president and group account director at TM. “At every point of contact, people were connecting with Bell in a bold, refreshing way.”

The 417, a derivative of the 407, is the base platform for Bell’s armed reconnaissance helicopter (ARH) entry. The ARH will be built in Fort Worth, Texas.

Campaign spending is undisclosed.