Challenge
French defence giant Thales is one of Europe’s biggest companies, selling mission critical systems to aerospace and defence companies internationally. But it had a troubled division, selling flight simulators to train pilots. Research suggested that customers felt Thales was not committed to the business and didn’t understand the issues: which were that it was no longer just about buying flight simulators but about the whole ethos of pilot training – airlines looking to buy the product also wanted to be offered training solutions.
Solution
As part of an overall new business strategy, a plan was actioned to position Thales as an industry leader by re-launching the Thales Simulation product. The biggest names in pilot training from the world’s airlines and airframe manufacturers, including C-suite and training decision makers, were invited to a live event, compered by TV presenter Nick Ross.
In the run up to the event, attendance was built through both email and traditional advertising methods. Personalised emails and teaser postcards were sent to targets, as well as larger invitations that folded out from an A5 to A2 poster size. Ads were run in various international trade press titles and a PR campaign rolled out. Campaign collateral hinted that ‘all will be revealed’ at the ‘Flight simulation industry event of the year’, and promised a line up of guest speakers that read like a who’s who of the industry.
On the day itself, Thales took over the Gatwick Hilton hotel, turning it into the Thales Hilton. Guests were welcomed with lunch, before being transported by coach to a secret destination – Thales’s new manufacturing site – for the unveiling of the new simulator. At the event, a real time holographic presentation of the simulator concept was put on display before the simulator itself, the ‘Reality Seven’, was unveiled. Ross conducted face-to-face interviews with industry giants and hosted a ‘Question Time’ like panel session with key speakers.
After the event, guests returned to the Hilton for a Gala dinner and a chance to network with peers. At the dinner, each guest was presented with a model ‘Reality Seven’ gift.
After the event, follow up material, available to both attendees, and those who could not make it, included short film showing highlights from the day and dedicated microsite, which was continually promoted with industry advertising.
Results
Thales took orders for 14 new simulators, worth a total of £0.25 billion, having spent £1.2 million putting the campaign together. In the longer term, Thales says the feedback tracking options and attitudes of the target audience will benefit the long term health of its simulator division.
The event attracted considerable praise from veteran presenter Ross, who dubbed it “the most well organised and professional event I have covered in the past 20 years.”
