Marketing positioning: from start-up to major player in aviation connectivity
Eclipse is a player in the aviation connectivity market, facing giants such as Honeywell, Safran, and Lufthansa Technik. Yet the company is the only hyper-specialised player in aviation connectivity. It offers a very high level of expertise, particularly in:
- Certification,
- Solution design
- Hardware
- Software
- Antennas
- IFE
Eclipse is at the heart of all the players in aviation connectivity: airlines, MROs, satellite communication providers and also users. In this respect, its position is very different from that of the large generalist players, and its branding had to be too.
Communication strategy: a new visual identity for Eclipse
The idea was then to position Eclipse as the aviation connectivity specialist. Renamed Eclipse Global Connectivity to assert both the central and global dimension of its expertise, we reworked the entire graphic guidelines as well as the company's website.
A deliberate decision was made to define 3 major business areas.
- DEFENCE: robust, secure, mission-specific solutions
- COMMERCIAL: cabin and flight deck connectivity
- PASSENGER EXPERIENCE: IFE (In-Flight Entertainment), meaning everything that can entertain passengers on board an aircraft
As these fields of application are very different, this makes it possible to send different messages and address each audience according to its expectations. Communication that is clearer and easier to understand for aerospace players, whatever their level of knowledge.
In keeping with this clarity of message and with making the sector accessible, our communication agency Agence Puck produced an educational 3D video designed to explain what aviation connectivity is and how important it is, particularly for commercial aviation.
Find all our work in communication and marketing strategy on the agency's Achievements page.
