©2012 Global Experience Specialists, Inc. (GES)

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GES Helped Bell Helicopter Reach New Heights

Overview

Bell Helicopter wanted to reveal their new helicopter, the 525 Relentless, at Heli-Expo 2012 in a memorable way. They called on GES to not only create a never-been-done before reveal, but generate buzz within the industry. Through video mapping, theatrical lighting, originally composed music, product videos, interactive maps, and an integrated marketing campaign to tie it all together, GES created a 40,000 square-foot booth experience that Flying Magazine called the “Most Spectacular Aviation Product Launch Ever.”

Case Study | Bell Helicopter – Heli-Expo 2012

©2012 Global Experience Specialists, Inc. (GES)

ges.com | 800.424.6224

Testimonial“Bell and GES have had an incredible relationship and partnership for nearly 30 years. GES is not only our tradeshow partner but they’re also becoming our marketing communications partner. It’s GES who’s really helped us from a strategy, design and an execution perspective.”

— Kathy Searle, Director, Brand and Enterprise Communications, Bell Helicopter

Objectives

• Create industry buzz around the new helicopter, the 525 Relentless.

• Deliver a show-stopping “must-see” product reveal.

• Engage media to maximize coverage on the new product.

• Provide a VIP environment for executives to meet with customers and sign contracts.

Solutions

• An integrated marketing plan that included airport and convention center ads, email invites, room drops, and hotel keys.

• A 40,000-square-foot booth experience including a large stage for the reveal, a VIP and hospitality section with nearly 20 conference rooms, and a theater and technology area to educate attendees about the company and products.

• Never-been-done-before video projection mapping, theatrical lighting, special effects, originally composed music scores, product videos, and a kabuki drop.

Results

• Due to the success of the reveal on opening day, Bell executives requested that GES duplicate it again the next day.

• Bell’s management staff called it a career and industry highlight.

• Flying magazine called it the most spectacular aviation product launch ever (read flyingmag.com/news/most-spectacular-aviation-product-launch-ever).

• Bell Helicopter took orders for numerous helicopters at Heli-Expo 2012, helping to drive sales results not only for the new 525, but its entire line of Commercial Helicopters.

Case Study | Bell Helicopter – Heli-Expo 2012