General Aviation (IGGA), a subsidiary of InterGlobe Enterprises, has taken the first step towards marketing its services in India. Following a multi-agency pitch, the company has chosen the Delhi based agency, Grasshoppers, as its communication partner.
IGGA recently launched the first authorised service centre of its kind in India for Hawker Beechcraft Jets at the Indira Gandhi International Airport in New Delhi. Hawker Beechcraft, manufacturers of business, special mission and trainer aircraft, has entered into an alliance with IGGA.
Louise Haniver, marketing manager, Hawker Beechcraft, says, "Since Hawker Beechcraft is a product of superior quality, the communication material has to match up to its image. The strategy presented by Grasshoppers was based on a very thorough study of the target consumer and that was reflected in the agency's slick creativity. It will be interesting to see what the agency has in store for us in the future."
The communication for the Hawker Beechcraft will be extremely niche and targeted at corporate bigwigs. Print media will be used as the main media vehicle. The advertising budget could not be ascertained.