Shortlist  best B2B brand initiative: 'Knowledge at your Service’After years primarily servicing its large helicopter transport parent CHC, Heli-One needed to introduce itself to the wider market to grow its business. Heli-One was already one of the world’s largest providers of helicopter maintenance – they were the industry’s “best-kept secret”.Establishing an identity independent from CHC was key. MGA developed a brand positioning for Heli-One, “Knowledge at your service”, designed to appeal to new customers and differentiate Heli-One from less insight-driven competitors. It captured Heli-One’s unique breadth and depth of knowledge, plus its attention to customer needs.Activity to embed “Knowledge at your service” within the company and activate it on core platforms was followed by an integrated campaign to bring the brand promise alive.The “Knowledge at your service” activity over 16 months from November 2011 has delivered tangible results to Heli-One’s bottom line. It has helped Heli-One to secure more long-term contracts delivering broader services to a diversity of customers.This brand initiative is an example of capturing the critical essence of a B2B company and then showcasing the brand to drive customer demand.