New Hawker Beechcraft Ad Defends BizAv

Feb 13, 2009
Benet Wilson benet_wilson@aviationweek.com



Hawker Beechcraft has launched its own advertising campaign to counter the negative publicity currently swirling around business aviation, referring directly to that terrible day on Capitol Hill.

Chairman and CEO Jim Schuster recently blamed the growing negative attention on the industry for helping to intensify the volatility in the marketplace. "The media and some politicians have cast general aviation as a wasteful extravagance instead of a critical business tool and the source of millions of American jobs," he said in a letter earlier this month to employees discussing plans for some 2,300 layoffs.

The new ad winks at the public relations nightmare that began when an ABC News television report showed the heads of Ford, GM and Chrysler stepping off their corporate business jets and heading to Capitol Hill seeking billions of dollars in financial assistance. The CEOs were subsequently chastised for traveling via business jet to appeal for federal funds, and the negative publicity has continued unabated.

The two-page ad features a King Air 350 and carries the headline: "Sensible enough to impress any Congressional Committee." The copy goes on to say, "If the three Detroit CEOs had arrived in Washington in the Beechcraft King Air 350, they might have received a warmer reception from their legislative hosts."

The company said its advertising campaign was designed to provide "a sensible alternative that will win over even the staunchest critic."

"We are having a little fun with the Detroit CEOs in this advertisement," said Charles Mayer, vice president of marketing. "More importantly, this is an opportunity to show a sensible way for this type of business travel and the value of the aircraft manufacturing industry."

Cessna unveiled its own campaign on Monday, urging operators to continue flying business aircraft "to demonstrate leadership in the face of economic challenge."

Photo: Hawker Beechcraft