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B2BM
April 2009
8
Campaign of the month
≤
Go to www.b2bm.biz/news
Thales Aerospace takes
off for ‘New reality’
Following extensive research, airline safety specialist Thales seeks to transform its customer
engagement with a high-profile launch. Sean Marland reports
M
arch saw the
biggest names in
civil aviation
flock to Thales
Aerospace’s new
training facility for a relaunch
event designed to promote a
new brand ethos of customer
engagement, and unveil a
revolutionary new product.
The ‘New reality’ was the
culmination of research by AGA
Consult (the consulting arm of
the specialist B2B marcomms
agency) into the Thales
Aerospace brand. It was aimed
Above: Thales’
‘New reality’ event
at transforming its role in
was held at its
response to changing economic
state-of-the-art
conditions and major structural facility in Crawley
Above: Thales will use
changes in the airline industry. enewsletters to maintain
Guests at the event included
Left: TV presenter
customer engagement
representatives from major
Nick Ross (right) in
discussion with
players in the airline industry,
Olivier Houssin, EVP
relations, and a post-event
including British Airways,
of Thales Security
enewsletter programme will
Airbus and Swiss Aviation. One- Solutions & Division maintain dialogue and
hundred-and-fifty engagement. Future activity will
decision-makers in the airline events before, but nothing like industry, including Alteon also be better integrated with
training industry received VIP this,” comments Alain Brault, (Boeing), United Airlines and activity by the sales force.
invitations (in the post and by director of training simulation Lufthansa. This concluded that The event was also intended
email) to attend the event, support at Airbus. if Thales was to compete in this to be used by the brand as an
which took place at Thales new environment, it would have opportunity for it to create a role
Aerospace’s new 18-acre, state- Brand turning point to increase its level of customer for itself as a provider of other
of-the-art training facility in According to AGA Consult, the interaction and focus, services to the airline industry,
Crawley, West Sussex. The invite relaunch was designed as major particularly post-sale. such as inflight entertainment,
hyped up the event, billing the turning point for the brand. It as well as a range of new finance
venue and the new product as a was conceived against a Customer centricity options. The aim is for the ethos
closely-guarded secret. backdrop of falling passenger Marion Broughton, managing of enhanced customer
The evening began with a figures in the global airline director of training and engagement to help it better
live debate about air travel and industry, together with rising simulation at Thales, admitted understand the evolving needs
safety issues, with a panel of overheads and shrinking the company needed to interact and requirements of the airline
key industry figures including margins. Thales felt there was a with its customer-base more industry.
MP Laura Moffat, and chaired need to reposition itself to secure effectively: “This launch is not Tom Golland, managing
by TV presenter Nick Ross. its relevance to airline clients in just about new technology, it’s partner of AGA Consult,
After the debate, Thales very different market conditions. about how we deliver that comments, “So many brands
unveiled its new RealitySeven full The launch was designed around technology, how we manage our make promises that aren’t
flight simulator, which is clear brand promises with the operation more efficiently and fulfiled but this is not just a
designed to help airlines enhance objective of regular monitoring get solutions to our customers communications exercise, it is a
their safety training, and which of brand perception. quickly. It’s developing a new root and branch repositioning
Thales has exclusive use of. The strategy was based on way of serving our customers.” of a business brand, what it
Visitor response to the event an 18-month research project Thales intends for the stands for, how it engages with
was extremely positive: “I have by AGA Consult into the major launch to mark a turning point its customers and where it is
been to many Thales customer players in the global airline in its approach to customer taking the sector it occupies.”
B2BM APRIL 09 – www.b2bm.biz
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