Cessna Combats an Image Problem

The image of the corporate jet has taken quite a beating recently. And that’s a bad thing if you’re in the private jet business — like Cessna. For the short term, at least, Cessna must reposition their product as a necessity rather than a luxury.

So they’ve launched a campaign portraying the private plane as a productivity tool. And they also recognize that no matter how legitimate the productivity-tool argument is, the mere existence of a corporate jet will still offend some sensibilities.

One potential target is the CEO or board who just doesn’t care what anybody else thinks. For them this ad positions a Cessna as a giant, airborne middle finger to the rest of the world.

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Categories: Advertising, Branding, Phil Bernstein, Portland advertising, Portland marketing
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