Overview
There are many reasons why Dallas Airmotive is the world’s largest independent OEM-authorized turbine engine repair and overhaul provider. The company displays unmatched expertise and experience. It values personalized customer service that is perceived to be lacking among some of the turbine engine OEMs. And it has been an industry innovator since 1932; in fact, it helped pioneer and develop many of the repair and overhaul techniques prevalent in the industry today. With its four overhaul locations and nine regional turbine centers, the company is ready to serve customers — which include business, general and commercial aviation, government and military service — 24 hours a day. However, past marketing efforts had failed to capture its spirit. Dallas Airmotive had a fascinating and rich story to share — one that needed to be told well.

Challenge
Dallas Airmotive approached us to create an honest, compelling brand message. The company’s previous marketing efforts focused on reliability and confidence, but didn’t communicate history, core values, team energy or any sense of a brand personality. We wanted to tell that story in a way that distinguishes the company as the No. 1 choice for turbine engine repair and overhaul.

Solution
In a radical departure from the company’s past advertising, we developed a branding campaign that focused on key areas of its story: its history, expertise and exceptional service. The positioning could be summarized as, “No one knows your engine better than Dallas Airmotive.” The design and tone of the new advertising and marketing materials convey strength, a legacy of knowledge and commitment. The branding campaign includes trade print advertising, direct mail and a complete spectrum of marketing collateral for each of Dallas Airmotive’s main markets.

Results
The branding campaign for Dallas Airmotive continues to enjoy resounding success both outside and inside the company. Customers respond enthusiastically to the new branding — in fact, readers of Professional Pilot magazine selected Dallas Airmotive for the best service ad shortly after the campaign launched. Employees have been so pleased with the ads, they enlarge them into wall posters to display in each facility. To the great delight of the company’s sales team, our branding message shows the lifeblood of their business in vivid detail: engines and technicians working on them.

In addition to marketing materials, we’ve developed logos and identities for promotional use, from milestone anniversaries to new product launches. An illustration of a highly stylized eagle gripping a wrench promotes the company’s aircraft-on-the-ground (AOG) services. The highly recognizable icon has become extremely popular with customers and employees and is now stamped on everything from truck graphics to toolbox stickers, banners to bomber jackets.

Our work with Dallas Airmotive has led to work for its parent company, BBA Aviation. For NBAA 2008, this global leader in aviation services and flight support demonstrated its remarkable range of capabilities in one impressive display. The booth showcased its trusted affiliates — including Dallas Airmotive — and united them under one brand. As Dallas Airmotive celebrates its 80th anniversary, we’re proud to continue serving as its marketing partner.