Engine Alliance Advertising
How do you take conservative companies with few creative resources to modern examples of great marketing? By focusing on storytelling and tapping top external talent to bring your stories to life.
I sought out a new agency to tell the story of Engine Alliance: an unlikely partnership that produces the best engine for the world’s favorite passenger aircraft. After helping Pratt & Whitney win the F-35 alternate engine battle, Sullivan Higdon & Sink (SHS) in Wichita, KS was clearly that agency. SHS re-imagined our advertising in a way that promoted the Airbus A380, celebrated the combined strength of GE Aviation and Pratt & Whitney, and communicated in a more personal way. SHS implemented an editorial-based advertising strategy to extend our small budget and moved us to digital opportunities that were 20x more cost-effective than what we had been doing.
Engine Alliance Website
I worked with SHS to drive 35% growth in traffic by re-launching enginealliance.com as a responsive website. I also asked SHS to assume administration of our digital channels, for which SHS has produced a sustained engagement rate of 5x the industry average.
Geared Turbofan Engine Exploration
Pratt & Whitney had been largely written off as a supplier of engines for passenger aircraft. However, the company had been quietly working for two decades on a radical new engine architecture, which had the potential to redefine the aviation industry. How could P&W regain its credibility? I worked with the communications, marketing and technical communities to distill complex engineering into simple messages. We then set to work on modern assets and experiences that would demonstrate the maturity of our new technologies.
I worked with designers and developers at Inhance Digital to help produce the Geared Turbofan (GTF) engine exploration. I took a lead in information architecture, technical illustrations, copy and voiceover. The resulting experience has proven extremely popular at major international air shows, where it has been showcased by Bombardier, Embraer, Mitsubishi, UAC of Russia and, of course, P&W parent company United Technologies Corporation.
Geared Turbofan Microsite
I also took a lead in the same areas for the launch of the Geared Turbofan (GTF) microsite. We unveiled the site at an exclusive forum with 33 airline executives from across North America. Those executives would go on to convince Boeing and Airbus to put new engines on the 737 and A320. To date the GTF engine has been selected to power the Mitsubishi Regional Jet, Bombardier CSeries, Embraer E-Jets E2, Irkut MC-21 and Airbus A320neo families. Together these aircraft have produced billions of dollars in sales. In the coming years, GTF engines will power aircraft that are dramatically quieter, cleaner, more efficient and easier to maintain than their predecessors.