|No Plane No Gain|
Five-Year Milestones: ‘One Industry’ Ad Launched No Plane No Gain’s Media Efforts
Aug 29, 2014
This year marks the fifth anniversary of the launch of the No Plane No Gain advocacy campaign, and a landmark 2009 advertisement dubbed “One Industry” was pivotal in turning around the perception of business aviation by opinion leaders and the general public.
The No Plane No Gain campaign was officially launched Feb. 17, 2009, and is a joint effort of NBAA and the General Aviation Manufacturers Association (GAMA). When the campaign began in 2009, U.S. businesses and business aviation were facing formidable challenges. The world economy was mired in the Great Recession, and after executives from America’s auto manufacturers flew to Washington, DC aboard business airplanes to ask for taxpayer assistance, subjecting business aviation to scathing and unwarranted criticism.
At the campaign’s launch – announced during GAMA’s 2009 Annual Industry Review and Market Outlook Briefing – GAMA President and CEO Pete Bunce noted: “The contributions of business aviation to our nation’s employment, commerce, competitiveness and health are profound but not always well understood.” No Plane No Gain, Bunce said, would be a “multimedia” campaign to get the word out about business aviation’s value.
The two associations pledged to include the production and placement of paid advertising among the program’s multimedia efforts, and the campaign immediately began delivering on that commitment with its first major print and television ads, titled “One Industry.” The ads not only reinforced the No Plane No Gain message to a beleaguered industry; they offered to the opinion-shapers in the nation’s capital a succinct, compelling declaration of business aviation’s value.
“What if one industry could generate millions of manufacturing and service jobs right here, in America?" suggested an authoritative voiceover in the TV ad, who went on to ask if one industry could also connect communities, enhance business productivity and provide emergency relief. “Well,” concluded the voiceover, “business aviation already does.”
NBAA and GAMA purchased air time for the TV ad on the major public affairs shows routinely viewed by Washington policymakers, including ABC’s “This Week with George Stephanopoulos,” NBC’s “Meet the Press,” and FOX’s “FOX News Sunday.” Additional placements were carried on DC-area cable television networks including FOX, CNN, CNBC and MSNBC. The ad would ultimately be carried in 82 FBOs across the nation.
Soon after the ad began airing, policymakers and opinion leaders took notice. NPR News correspondent Peter Overby broadcast a story about the campaign, in which he declared the ad was “tailor-made for the Sunday talk shows” watched each week by Washington, DC decision-makers.
Print advertisements in national periodicals like The Wall Street Journal and USA Today complemented the TV outreach effort, with additional placements in periodicals read by federal legislators and regulators, such as The Hill, Politico and Roll Call.
The ads provided a reminder that business aviation is not only important, but essential to the nation’s transportation system and economy, said NBAA President and CEO Ed Bolen at the time. “Furthermore, it’s an industry that’s made up of hard-working professionals,” he added.
The “One Industry” advertisements of 2009 were just the start of a host of initiatives NBAA and GAMA would undertake in the coming months and years to promote business aviation over the coming five years.
No Plane No Gain: Sampling of 2010 Coverage
Since the launch of the No Plane No Gain advocacy campaign, a concerted effort has been made to deliver the message about the importance of business aviation through national and local news outlets. This sampling of national and local television coverage in 2010, highlights the campaign's effectiveness in communicating the industry's importance.
NBAA's Bolen on Fox Business Network
Click here to see Ed Bolen, President and CEO of NBAA, in an interview on Fox Business Network
NBAA's Bolen on DC's Newschannel 8
In an interview with Newschannel 8, Bolen explains that "... business aviation is prudent, cost-effective, and oftentimes, the only way to get where you're going."