Montreal-based Bombardier has given Sid Lee clearance for takeoff as AOR of the manufacturer’s business aircraft division.
The agency says it was selected for the B2B account following a competition involving North American agencies, after it demonstrated a strong understanding of the brand’s potential customers and presented plans to create a holistic consumer brand experience.
“We weren’t about ads. We were about trying to understand how every single point of contact has the potential to be more relevant,” says François Lacoursiere, EVP at Sid Lee. “It’s a very long cycle, buying a plane. We saw that as an opportunity to create more meaningful content with potential buyers and actual buyers.”
The Montreal-based agency is mandated with creating all online and offline branding efforts for the manufacturer’s group of business jets comprised of the Learjet, Challenger and Global brands.
Lacoursiere calls the account “significant” for his agency and said they have started working with the brand. The focus will be on trade shows, as well as creating awareness in the market and managing customer relationships, he says.
News of the account win comes about a week after the agency announced it was bolstering its senior leadership team in Toronto with the addition of Dustin Rideout as head of strategy, Jeffrey Da Silva as co-CD and Geoff Hardwicke as a senior account director.
(Picture by Josh Beasly.)
