Marketing Copywriting
Aside from the website, the main marketing channel at Hitit was conferences, events and email marketing. To position the brand alongside the key players in the market, I requested budget for an ATL (Above the Line) marketing campaign.
The budget was sparse, so some strong negotiations were held with the worlds largest airline publication, Air Transport World, to obtain maximum bang for our buck. This included and advertorial, which I wrote, where we also embedded our ad key visual, which I again wrote the copy for.
The ad campaign lasted one year, to coincide with the issues where Signet Research ran research studies to provide data, gathered from readers, relating to whether they recalled seeing our ad and what they understood from it, in terms of services provided, message, etc.
I also launched Hitit's monthly newsletter, Crane Talk, where articles included interviews held with industry leaders, as well as Hitit personnel.
The Results
The ad campaign was voted 2nd in the technology category, by readers of Air Transport World.
I want to underline, this was not an online voting process where you could share a link for friends, peers and family to swing the vote. We had no idea there was such a survey, and we were very surprised, and obviously extremely delighted when we received and email telling us we'd won (well, Silver Medal), based on the minuscule budget we'd had available.
