Helicopters Magazine

Bell’s 525 Relentless ad campaign wins top honour

September 28, 2012  By Carey Fredericks

Sept. 28, 2012, Fort Worth, Tx. - Bell Helicopter and its exhibit partner Global Experience Specialists (GES) were recognized at the American Business Awards (ABA) for Bell Helicopter's "Bell 525 Relentless" launch with a Gold Stevie Award for Marketing Campaign of the Year in the Aerospace and Defense category. The award was presented at the 10th annual ABA new product and technology awards banquet in San Francisco on September 17, 2012.

Kathy Searle, Director of Communications for Bell Helicopter, and Tom Merrill, VP of Business Development for GES accepted the Gold Stevie Award for Marketing Campaign of the Year at the 2012 American Business Awards.

"On behalf of the men and women of Bell Helicopter, I am honored to accept this prestigious award and recognition," said Kathy Searle, Director of Communications at Bell Helicopter. "The Bell 525 Relentless is truly in a class of its own; our goal was to launch it in an equally notable way. With the support of three incredible partners – GES, The Richards Group and the Cirlot Agency, we launched an integrated marketing campaign that kept the aerospace and defense industry and even our employees guessing until the product unveil."

Bell Helicopter's integrated marketing strategy for the Bell 525 Relentless centered around a teaser campaign that culminated with the reveal of the world's first "super medium" helicopter at HELI-EXPO 2012 in Dallas, Texas. More than 2,000 attendees witnessed what was called the "most spectacular aviation product launch ever" by Flying Magazine. The marketing campaign utilized a variety of channels to produce teaser messages, generating interest and excitement from internal and external audiences, via e-mail, direct mail, video, traditional and web ads and social media.

The Stevie Award acknowledges individual and organizational achievement in business in more than 60 countries. The top scoring qualifying entry in each category receives a Gold Stevie Award.



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