GEnx Jet Engine: GE Works

The objective of Clemenger BBDO, Sydney was to position GE as innovative jet engine providers to a niche audience - those who order them. To achieve this their ad appeared in Aviation Business Asia Pacific Magazine, a subscription publication with 12,000 readers. This received distribution at the Australian Airports Association National Convention, where a copy was handed to every delegate, 250 of whom order jet engines. By innovating the way they used print to deliver the message, they were able to position GE as innovators themselves.