Speaks To Consumers In New Ways

'Be-A-Pilot tells ANN that nearly $1,000,000 in TV advertising will begin April 26 with the launch of new TV commercials offering the free Introductory Flight Certificate from BE A PILOT and a $49 first flying lesson at over 2,000 flight schools in the U.S. and Canada. This year, the program to bring more people into aviation airs TV spots with direct-to-camera testimonials steering viewers to local flight schools and “great flight instructors.”

One commercial rekindles Baby Boomers’ memories of younger dreams. Called “Ever Dream You Could Fly?,” it begins with a dream scene of a youngster admiring a WWII AT-6 trainer, then transitions to the excitement of a modern Lancair in flight. A pilot then assures the audience on camera, “You can do it. I did!”

Other commercials also feature direct-to-camera testimonials, either by a young adult or a mature Baby Boomer who have just taken their BE A PILOT $49 introductory flying lesson. “I just did something I never thought I could do,” says the younger new student pilot. The mature businessman reports, “I’m getting off the road and out of the crowd.”

“This year’s BE A PILOT TV commercials represent a more direct appeal to consumers, from people with whom they can identify,” said BE A PILOT president / CEO Drew Steketee. “BE A PILOT spent a full TV production budget this year to speak more directly to the consumer.” (Lower-budget 2003 commercials were themed on the excitement of air-to-air footage and did not include on-camera spokespeople.)

The spots debut the week of April 26 and run through late summer. Among national cable TV networks for this year’s campaign are The Discovery Channel, Discovery Wings and Tech TV. New networks being tested this year include the DIY (Do It Yourself) Network, Discovery Science and Discovery Times.

A Change in Advertising Tactics

For the first time, BE A PILOT TV advertising will go beyond 30-second commercials to include a long-form Direct Response format and an even more direct “sell” to consumers. In three 60-second versions for late May and all of July, BE A PILOT’s :30 second spots are followed by a direct-to-camera pitch by a woman pilot.

Her presentation offers a relaxed, “Go on! It’s easier and less expensive than you think,” echoing BE A PILOT research showing consumers overestimate the cost and time required to earn a pilot certificate. Many believe it is equivalent to a earning a college degree. The spokeswoman also suggests the BE A PILOT introductory lesson as a great gift. May airings of 60-second commercials will include special messages for Father’s Day and June graduation gift-giving. December commercials for holiday gift-giving are again planned. BE A PILOT will also air short 10-second “reminder” spots to bolster advertising frequency on The Discovery Channel and other outlets. Additional spots will air on Turner South and Fox Sports Network in selected regions concurrent with baseball playoff season. Thanks to Our Friends at PDK!

This year’s BE A PILOT commercials were filmed March 24-25 at DeKalb-Peachtree (PDK) Airport, taking advantage of Atlanta’s early Spring and good acting talent. Airport manager Lee Remmel and assistant manager Mike Van Wie made sure TV production was accommodated without too much disruption. Legendary FBO proprietor Pat Epps lent his support, as did neighboring Mercury Air Center. Steve Collins of Biplane Rides over Atlanta, Inc. supplied the WWII AT-6 trainer.

AirShares Elite, the innovative single-engine fractional ownership operation, supplied two Cirrus aircraft and pilots for the TV shoot. PDK Flight Academy provided a base of operations and rented BE A PILOT the new Cessna 182 depicted in the spots. Thanks to BE A PILOT major sponsors Raytheon Aircraft, for donating a new Beech Bonanza A-36 for the commercials, and Lancair for providing new air-to-air footage.

FMI: www.beapilot.com