Aircraft Service International Group

OVERVIEW
Headquartered in Orlando, Aircraft Service International Group (ASIG) provides fuel, ground handling, cargo, passenger, terminal and specialized services to commercial airlines and airports that dispatch regularly scheduled commercial flights. Backed by the resources of one of the world’s largest and most respected aviation service organizations, BBA Aviation Services Group, they are the undisputed leader within the United States and gaining ground internationally as they are the top company to partner with for comprehensive aircraft services.

ASIG is never out of reach, touching down in 70 cities and 44 of the world’s top 100 airports. Since 1947 they’ve gone above and beyond to keep their customer’s endeavors soaring on target, on budget and on time no matter the time zone. However, they needed an image that accurately reflected their position in the industry. An industry where they can truly partner with their target. They are seen as an extension of their customers’ business because they offer complete, custom airfield services packages, hence providing bundling savings. To sum up, ASIG is thought of as a reliable, stable partner with global capabilities; now they need to be seen as such.

MARKETING REQUIREMENTS

• Develop branding advertising campaign and positioning statement
• Create professional corporate services brochure
• Produce corporate sales video and interactive CD

POSITIONING
The target market primarily is commercial airlines and airports that dispatch regularly scheduled commercial flights. Since the industry only supports three or four like companies, it is extremely competitive—bids are lost over mere pennies. ASIG offers packaged services—not just into-plane fueling like they once did—so the main goal was to provide a greater value for their services, not based solely on price.

CREATIVE APPROACH
Patterson/Bach suggested showcasing ASIG’s Exceptional Service from the Ground Up by literally getting out there in the field to capture the essence of what they do and what services they offer. Obtaining the highest quality, real-world images meant going out on the airfield, into the planes, on the floor of the cargo warehouse, on top of the fuel tanks and into the terminal. Though this “out in the field” experience proved to be quite challenging in a time of heightened security measures and zero tolerance, Patterson/Bach took on the challenge, transporting ASIG to new heights. The end result was big, bold, colorful real-world images that perfectly capture and communicate the breadth of ASIG service offerings.

BRANDING TAG LINE(S)
When ASIG asks, What can we do for you today? they are 100 percent certain they will be able to accommodate the answer/request. And that’s exactly why Patterson/Bach created such a broad question that exudes confidence and ability. The promise to deliver Exceptional Service from the Ground Up drives home the assurance of safety, quality and value.

CORPORATE BROCHURE
Storybook style, eye-catching and intriguing. Much like taking a trip through a vacation photo album with accompanying journal, the corporate brochure is professional yet personable. One event after another, described in great detail, leaves no question that ASIG is the best partner to fly with. It showcases ASIG in a professional light that reflects their industry leadership status.

ADVERTISING CAMPAIGN
Professional, crisp full-page ads that portray the ASIG worldwide presence—Around the world. Around the Clock. From Baltimore to Bangkok. Eloquently, playfully and justly communicates the “on budget and on time, no matter the time zone” branding message.

SALES VIDEO AND INTERACTIVE CD
Imagine the same bold, real-world shots used in the corporate brochure, but add movement and depth. Once again, the Patterson/Bach team went out into the field, onto the tarmac, to the gates, to baggage claim, behind the scenes, above the wing to adequately show and tell the ASIG service offering and partnership story. The journey of three packages (small, medium and large—signifying the types and amounts of services and savings ASIG offers), all with big meaning to the recipient, coupled with an original musical score created One Note Heard Around the World.

The first and last question ASIG asks their customers is What can we do for you today? And the correct answer will always be delivered on time, every time, no matter the time zone.

EVALUATION
Since the inception of the new brand campaign, ASIG has expanded its into-plane fueling services into the Asian and European markets. Their cargo operations have significantly multiplied with new warehousing facilities in San Francisco, San Diego, and Atlanta. In addition to adding 2,000 people to its workforce, ASIG’s yearly revenue growth has increased nearly 225 percent.

Corporate Brochure

Sales Video and Interactive CD

Click to play video

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