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.