Background

SITA is the world's leading supplier of integrated global business solutions to the air transport community. It is owned as a co-operative by the world's airlines and other members of the air transport industry.

Appointed by SITA some years ago, The Square was briefed to raise awareness of the company amongst senior airline management. De-regulation within both the telecommunications and air transport industries had led to increased competition, and it was felt that SITA needed to re-present itself to its core audience.

Having occupied a central role within the air transport community for over 50 years, SITA believed that it needed to reassure its customer base that it continued to be as dynamic and innovative as its newer competitors.

Solution

The Square created firstly a strapline - The Sky is not the Limit - designed to communicate not just its commitment to the industry and its customers, but also its determination to remain at the cutting edge of product and service innovation.

The advertising executions were distinctive and contemporary in appearance, and highlighted the many technical innovations which SITA had developed to help it its customers weather the industry's economic woes - particularly post September 11.

Results

The strapline and new positioning is now well recognised by all SITA's customers. The campaign has helped SITA to maintain its leading position at the heart of the air transport industry, and fight off the determined tactics of its newer competitors.