'The new reality' wins best live initiative and best product launch campaign for Thales

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.