Case Study: Textron Aviation reaches high-net-worth travelers with Swanson Russell’s full-funnel pandemic pivot campaign

Textron Aviation reaches high-net-worth travelers with Swanson Russell's full-funnel pandemic campaign

The customer, Textron Aviation, faced the challenge of pivoting its marketing during the COVID-19 pandemic to reach new High Net Worth Individuals who were reconsidering commercial travel. The vendor, Swanson Russell, was engaged to develop a full-funnel advertising and marketing campaign for Textron's Cessna Citation jets to welcome these first-time private aviation users.

Swanson Russell implemented a multi-channel solution that included targeted print ads, a programmatic digital media strategy, an anthem video, and an intuitive campaign landing page. This approach effectively spoke to both the business and wellness benefits of private travel, guiding newcomers through the customer journey. The vendor successfully helped Textron Aviation connect with this new audience and promote its breadth of aviation solutions.

Textron Aviation