Sky Atlas — new player on the business aviation market

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Context

In 2015, Sky Atlas became an independent market player after separating from the parent company. At that time, the business aviation market was already crowded. Alongside the competitors, Sky Atlas had clearly low level of brand recognition in the category and was outplayed by popularity and passenger traffic.

Task

Sky Atlas representatives approached Plenum with a task to develop a visual platform that would serve several objectives:

— Make a name for the brand and occupy a certain niche on the market of business aviation.

— Dissociate from the competitors.

— Increase company’s share in the FBO segment on the business aviation market and enter the foreign market.

— Translate the ideology and values of the brands for all target groups.

Result

We analyzed Russian and foreign markets of business aviation, carried out a few strategic sessions with Sky Atlas team and, as a result, we noted down target audience segments, defined their lifestyles, needs, drivers and barriers.

Based on the segmentation we developed brand positioning and brand core: professionals with exclusive expertise in business aviation services, or business aviation that denies circumstances.

Plenum defined brand character and tone of voice that would broadcast expertise, experience and professionalism in ground handling operation and flight servicing. Strategic work became the pillar of brand identity and communication media that reflected core brand idea and values: exquisite level of service, professionalism, flexibility, individual approach and reliability.