Bell-HeliExpo 2012_GES

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Bell Helicopter wanted to reveal their new helicopter, the 525
Relentless, at Heli-Expo 2012 in a memorable way. They called
on GES to not only create a never-been-done before reveal, but
generate buzz within the industry. Through video mapping,
theatrical lighting, originally composed music, product videos,
interactive maps, and an integrated marketing campaign to tie it
all together, GES created a 40,000 square-foot booth experience
that Flying Magazine called the “Most Spectacular Aviation
Product Launch Ever.”

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Bell-HeliExpo 2012_GES

  1. 1. Case Study | Bell Helicopter – Heli-Expo 2012GES Helped Bell HelicopterReach New HeightsOverviewBell Helicopter wanted to reveal their new helicopter, the 525Relentless, at Heli-Expo 2012 in a memorable way. They calledon GES to not only create a never-been-done before reveal, butgenerate buzz within the industry. Through video mapping,theatrical lighting, originally composed music, product videos,interactive maps, and an integrated marketing campaign to tie itall together, GES created a 40,000 square-foot booth experiencethat Flying Magazine called the “Most Spectacular AviationProduct Launch Ever.”ges.com | 800.424.6224©2012 Global Experience Specialists, Inc. (GES)
  2. 2. Case Study | Bell Helicopter – Heli-Expo 2012Objectives• Create industry buzz around the new helicopter, the 525 Relentless.• Deliver a show-stopping “must-see” product reveal.• Engage media to maximize coverage on the new product.• Provide a VIP environment for executives to meet with customers and sign contracts.Solutions• An integrated marketing plan that included airport and convention center ads, email invites, room drops, and hotel keys.• A 40,000-square-foot booth experience including a large stage for the reveal, a VIP and hospitality section with nearly 20 conference rooms, and a theater and technology area to educate attendees about the company and products.• Never-been-done-before video projection mapping, theatrical lighting, special effects, originally composed music scores, product videos, and a kabuki drop.Results• Due to the success of the reveal on opening day, Bell executives requested that GES duplicate it again the next day.• Bell’s management staff called it a career and industry highlight.• Flying magazine called it the most spectacular aviation product launch ever (read flyingmag.com/news/most-spectacular- Testimonial aviation-product-launch-ever). “Bell and GES have had an incredible relationship• Bell Helicopter took orders for numerous helicopters at Heli- and partnership for nearly 30 years. GES is not only our tradeshow partner but they’re also becoming Expo 2012, helping to drive sales results not only for the new our marketing communications partner. It’s GES 525, but its entire line of Commercial Helicopters. who’s really helped us from a strategy, design and an execution perspective.” — Kathy Searle, Director, Brand and Enterprise Communications, Bell Helicopterges.com | 800.424.6224©2012 Global Experience Specialists, Inc. (GES)

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