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In 2012, No Plane No Gain Continued Highlighting Industry’s Importance
December 17, 2012
During an election year in which business aviation was at times mischaracterized amidst all the often-heated campaign rhetoric, the No Plane No Gain campaign continued to forcefully advocate for the industry, including with new advertising and resources highlighting business aviation’s size, diversity and importance.
The campaign, jointly sponsored by NBAA and the General Aviation Manufacturers Association (GAMA), underscores the many reasons why business aviation is vital to the national economic interest: generating over a million jobs; helping thousands of businesses of all sizes to be more productive and efficient; connecting towns and communities across the country and providing emergency and humanitarian services to people in need.
As in previous years, NBAA and GAMA showed through several new initiatives that the campaign remains fresh, compelling, relevant and effective.
Campaign Rolls Out New Print Ads
The No Plane No Gain program has had a strong advertising emphasis since its launch in 2009, and that tradition continued in 2012. A new round of print ads from the campaign, introduced during NBAA’s annual Convention in October, promote the campaign’s message through powerful, real-world stories about people and companies using business aviation.
“We’ve had high-profile spokespeople like Neil Armstrong and Arnold Palmer,” said NBAA President and CEO Ed Bolen. “This year, we are connecting with the grass roots of aviation and featuring real people within our industry who are using business aviation to help their companies and help their careers.”
One ad emphasizes the industry’s value in supporting over a million jobs. In the ad, a Midwestern company’s manager of flight administration says: “I work hard to convince our business aviation passengers that I'm one in a million. Truth is, I'm one in 1.2 million” people working in business aviation.
Another ad features a small-business owner who travels in his single-engine airplane to keep his Orlando-based restaurant supply company agile against larger competitors.
Yet another shows how a company without airline service near its headquarters uses its business airplane to bring customers to its showroom for product demonstrations. Employees are often aboard the flights for product presentations en route to the showroom.
“These are individuals we think really represent the size, the significance and the diversity of the business aviation community and the tremendous jobs it represents,” Bolen said.
All of the print ads are available on the No Plane No Gain web site. View the new print ads.
New TV Ad Complements New Print Ads
In addition to the new print ads, the No Plane No Gain campaign introduced a new video advertisement, now being aired across the third season of the Public Broadcasting System (PBS) television series, “The Aviators.”
The show is broadcast on more than 250 PBS affiliates across the country, and reaches more than 10 million viewers in 81 percent of U.S. households.
“What if one industry could generate millions of manufacturing and service jobs right here in America?” the ad asks. “One industry, offering hope and economic opportunity to small towns that have lost their commercial airline service; strengthening America’s businesses; enhancing productivity and communications; and providing emergency relief to neighbors and communities in times of crisis. What if one industry could do all this? Well, business aviation already does.”
Bolen said “The Aviators” is a perfectly-suited venue for messages extolling the virtues of business aviation.
“Public Broadcasting is something that opinion leaders and policy makers do watch and [‘The Aviators’ is a show] with an aviation theme, so we felt it was an appropriate place to remind people of what business aviation is and what it means to our country,” he explained.
The new television ad, currently being shown during “The Aviators,” is available for viewing on the No Plane No Gain web site. View the new TV ad.
New Studies Tout Business Aviation Benefits
While advertising certainly captured the spirit and the sentiment of the No Plane No Gain message, two new studies, commissioned by the campaign and conducted by NEXA Advisors, LLC, demonstrated the value of business aviation through hard data and facts.
The first study, crafted in conjunction with the National Association of State Aviation Officials, showed that governments using business aviation derive the same types of benefits and efficiencies that accrue to businesses and other types of organizations.
“We found many state agencies and departments and even some counties with large territories to cover having the ability to execute public health mandates much more efficiently with aviation,” said NEXA President and Founder Michael Dyment. “In many cases, there was no other way to accomplish the mission without aircraft.”
The study found a total of 196 agencies nationwide operating a fleet of 2,002 aircraft (including jets, turboprops, helicopters and large piston aircraft). The vast majority of those aircraft - 1,337 - were operated by the federal government. The most common use of the aircraft involved transportation of key government officials such as the president, members of Congress, governors and state employees, on special missions. On a state and local level, the study found government aircraft were crucial in the timely movement of state officials to areas not served by the airlines.
In the second study, Dyment found that companies relying on business aviation not only survived the Great Recession between 2007 and 2011, but outperformed their competitors in a number of key areas.
“This answers the question as to why so many American enterprises continue to depend upon business aviation, even in – and perhaps, especially in – tough economic times,” said NBAA President and CEO Ed Bolen.
The study found that, in general, companies that did not use business aviation lost both profitability and employees. Those without aviation assets fell from the ranks of the S&P 500 at much greater rates than did those companies which relied on business aviation.
“Taken together, these studies make clear that business aviation delivers value, boosting efficiency, productivity and flexibility, enabling organizations to excel,” Bolen said.
As 2012 drew to a close, Bolen said the No Plane No Gain campaign would continue educating policymakers and opinion leaders on the vital role business aviation, plays in communities and business throughout America. Visit the No Plane No Gain website, www.noplanenogain.org, to learn more about how you can help support the campaign’s efforts.