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Coin Branding Inc. | One First Canadian Place, Suite 350 | Toronto, ON M5X 1C1o. 416.941.9456 | c. 416.560.0928 | [email protected] | coinbranding.com
Great branding means businessTM
Bombardier Regional AircraftBrand Strategy Development
This client asked us to develop a print advertising campaign for its upcoming fleet of CRJ1000 NextGen jets, scheduled for entry into service by Q4 2009.
The world’s airline executives have long regarded the competitive advantage of Bombardier’s regional jets to be their lower operating costs, versus the superior passenger comfort offered by chief rival Embraer of Brazil. While the NextGen series indeed offers comfort improvements, it still cannot authentically claim to offer comfort on the level of Embraer. Nevertheless, Bombardier executives gave direction that the ads for the CRJ 1000 were to position the aircraft on the basis of comfort.
We believed that such a positioning would be instantly dismissed if not derided by the target market. Recognizing a disconnect with our client, we undertook intensive strategy sessions in which I was instrumental in recognizing a brand position that relied primarily on Bombardier’s cost leadership – and also allowed Bombardier to tout the improved passenger comfort of the NextGen series, now in a more believable context.
ECONOMICS
optimized maintenance costs
increased features
increased range
improved avionics
family commonality savings
optimized fuel burn
reduced emissions
increased seats
reduced aircraft weight
computerized AFM
COMFORT
LED lighting/accent lighting
new streamlined cabin design
larger windows
larger bins new IFE systems
new sidewall design
BIGGER, BRIGHTER BETTER CABINclosing the comfort gap
ENHANCED ECONOMICS AND PERFORMANCEwidening the economic gapIntroducing the
CRJ NextGen Familywith the all-new NextGen interior
70-100 seatsin our all-new cabin
larger bins
bigger windows
brighter lighting
up to15% advantagein operating costsversus the competition
up to 30% greenerwith reduced emissionscompared to older generation aircraft
For your passengers, we enhanced the ergonomics.For you, once again we improved the economics.
For all of us, we have lowered the emissions.
www.crjnextgen.com
Technical and comparative data is based onavailable research and Bombardier’s estimatesof flight characteristics under specific conditions.This advertisement does not intend to conveyany guarantees or warranties of performance.
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