The challenge
Following significant airspace safety incidents, US regulators stepped up the pressure to deliver a mandate for ADS-B In technology.
ADS-B In gives pilots a much better understanding of what’s happening in the air around them and, with its ACSS Saferoute+, Acron Aviation had a solution ready to go. Our job was to make the most of that moment, raising Acron Aviation’s visibility and giving airlines a reason to act before the mandate arrived.
The solution
We positioned Acron Aviation as the essential partner for airlines navigating ADS-B In adoption voluntarily, turning pre-emptive regulatory compliance into competitive advantage.
Everything centred around proprietary research. We conducted a survey of 100 US airline executives on their readiness for ADS-B In, giving journalists and the sales team new insights to talk about.
That research anchored a flagship whitepaper, media engagement, executive thought leadership, a sustained content and email programme, as well as digital ads and sales-enablement assets. We framed our ADS-B In content around regulatory preparedness, operational gains and cost reduction, so the message landed with safety directors and CFOs alike.
The final phase covered migration and initial SEO, with a full 301 redirect map, refreshed meta data, keyword research and on-page optimisation to protect rankings through the move.
The results
The campaign is still live and the early numbers are exceeding benchmarks by some distance.
Eleven pieces of press coverage have reached over a million people. We’ve reached 92% of target accounts, driven a 34.9% engaged email open rate and a 1.73% LinkedIn click-through rate – nearly three times the industry norm. So far, 48 qualified leads have come through, including major airlines and manufacturers. Final figures will follow once the campaign closes.
We didn’t want to just react to the conversations on safety and ADS-B In, we wanted to lead them. Our research gave us real insight into how the industry is preparing and something truly revealing to share with our audience. The campaign is already opening doors for our sales team, which shows how much value integrated activity can deliver when it’s built around a solid campaign strategy
Jennifer Jensik
Marketing Lead,
Avionics
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