CASE STUDY: CORPORATE POSITIONING TAKES FLIGHT AT HNTB

Client:

Assignment:

In 1994, HNTB had a problem: The corporation had done superior work at airports for nearly 40 years, yet had very low visibility in the aviation industry. They were known primarily for bridge and roadway design, but their strong aviation practice was virtually unknown. They needed to boost visibility for all their aviation services.

Strategy/Implementation:

Working with HNTB’s Corporate Marketing department, we conducted an audit to identify messages and perceptions. We also identified our target audience: the directors of the nation’s 750 major airports. We then developed a program, starting with a rebranding for HNTB’s airport services, to identify HNTB’s aviation capabilities. We named it HNTB Aviation and created the tagline No One Knows Airports Better. Then, we designed a monthly newsletter to communicate HNTB’s aviation expertise to its target market. Called Future Flight, it was a tabloid-size “news page” that could be tailored to promote a specific service (i.e. runway resurfacing, terminal design, airfield lighting, etc.). Our goal with Future Flight was to create an interesting news source focused on information and education, not direct sales.

Results:

HNTB Aviation’s branding program was credited for millions in new business projects for the company. The name, tagline and image for the group showcased HNTB Aviation’s services and became known throughout the industry.