In 2016, GCS Business Jets was established as a brand new business unit within Panasonic Avionics Corporation, focused on providing top quality global high-speed internet and live TV services to business, private and VVIP aircraft. Top of newly appointed Product Marketing and Strategy Manager Caroline Reynolds’ agenda was to establish the new unit’s brand at three key business aviation events – using the trade show platform as a key means of fast-tracking GCS Business Jets’ international profile. The priority was to produce a fully integrated approach that combined a co-ordinated brand message and turnkey service, as opposed to the mix of different designs and partner associations that had gone before.

In January 2017, Caroline initiated a tender process, which included Cook & Associates among the five candidates. The key selection criteria included the ability to support global locations with direct support and key partners, with North America, Europe and the Middle East representing GCS Business Jets’ key markets. A strong creative vision was clearly an imperative as well, on the basis that this represented the opportunity to set the scene with a completely new look and feel to take the company into the future. Equally important to Caroline was an ability to demonstrate a strong interest and empathy with the unit’s business goals, with experience in the aviation sector a definite bonus.

One year on, we find out from Caroline how the plan evolved!

“We awarded the contract to Cook & Associates for two clearly defined reasons. They pitched something very different to us, creating a consistent look and feel across the different events on our calendar – addressing every point, meeting all our criteria and within our budget. Frankly they made it very easy for us to decide, with our account manager Tom Hawes being really responsive throughout the process. We got answers within 24 hours – every time!

We have now completed our first full year’s cycle, with our new booth displayed at NBAA, EBACE and the Dubai Airshow. I have really come to appreciate every aspect of Cook & Associates’ service for us. So much so that we have confirmed the contract for 2018, based on the same overall footprint.

From the creative perspective, they absolutely nailed it from the outset. The design team listened to what we wanted, with the emphasis very much on using different finishes and textures to create an interesting and stand-out result. In the aviation industry, you see a lot of engineering-biased booths and we wanted to make a different statement, and we certainly achieved that!

One thing I must say is that I have never been less stressed. It has been simply a question of turning up before the show opens to find everything done and in place. We are a small team and this complete turnkey service has made life so much easier for us. We have a dedicated account team – Tom Booth is always at the show, Tom Hawes of course, and the rest of the crew – something we have never had before. We have formed a real bond with them all, so the relationship aspects are quite simply outstanding.”

The 2018 schedule is already fixed – kicking off with EBACE this May in Geneva.