Signature Flight Support

Signature is open for business.

Tacking COVID-19 safety for a private airline service provider

What we did

Despite the unprecedented impact that the coronavirus (COVID-19) had on daily life around the world, including air travel coming to a near-halt, Signature Flight Support (SFS), the world’s largest fixed-base operator network, moved swiftly and decisively to make sure the essential services it provides were available. Also a priority was ensuring its customers’ and team members’ safety and well-being. SFS needed to get the message out that it was “open for business” and to make sure that the message and delivery did not appear tone-deaf.

After careful evaluation of industry research, social listening and consumer sentiment, R&R developed an inspirational messaging platform, “Together We All Rise,” centered around safety, the SFS team members, and the positive impact SFS was making across the communities it serves. R&R used a combination of paid and organic social to share these stories, keeping SFS top-of-mind among its core audiences, and driving traffic to the landing page.

By building its social platforms and developing customized audiences, R&R helped establish new channels to reach and communicate to its customers. Additionally, the messaging strategy allowed SFS to remain top-of-mind during a time when most competitors were not marketing. The campaign exceeded benchmarks established for click-through rates, engagement and time on site, and allowed SFS to begin the important step of increasing overall market share.

Mock up of Signature Flight social posts for advertising strategy

View full screen>

Usage of social posts as part of a larger campaign strategy for Signature Flight Support

View full screen>