C O N T E N T S
Regulars & Profiles
The management of any company’s image and
reputation is one of the most important aspects of
business today. Any public relations professional
who has studied their craft will give you this line when they
are pitching for your business.
The practice of image and reputation management
is if anything more important to business aviation than
commercial aviation. This becomes apparent if you
spend any amount of time at one of the sector’s large
events, such as this month’s NBAA-BACE in Las Vegas.
The predominant difference is the element of wealth
and glamour that is a trait of private aviation’s customer
base. Many private aviation users are VIPs, politicians,
business people and wealthy celebrities, who want to
be transported as fast as possible from one important
engagement to the next. The marketing and PR of
companies serving these individuals has to exclusively
appeal to them and often promotes the high level of
service and luxury such clientele expect.
But like any communications modeling, once you break
down groups and make communication aims explicit, the
picture becomes complex, particularly when considering
the overall image of the industry. Although articles about
how often certain English Royal family members use
business jets get headlines, luxury VIP travel is not the
only story to tell about business aviation. It also has a role
to play in transporting those in need of medical attention,
coast guard operations or dealing with the aftermath of a
natural disaster.
There is also a story to tell about changes to the way
the industry works, changes that are aimed at broadening
out its client base, but are also expanding the appeal
of business aviation to outsiders. This is one of the
reasons we decided a story on entrepreneurs was timely.
Highlighting changes in the way an industry works is
difficult to do, but by telling the story of the individuals
driving change we can all see how they are leveraging the
latest digital and communications technologies.
There is some great innovation happening around
business aviation’s operating models right now. They
might not all succeed, but in the process of trying to effect
change they are altering perceptions about the industry
and modernizing the sector. Such efforts deserve to be
celebrated and discussed, if only so the industry can
continue to progress and shows such as NBAA-BACE can
continue to grow.
Ben Sampson, editor
ben.sampson@markallengroup.com
4 | BU S INE S S A I R P O RT INT E RNAT I ONA L O C TO B E R 2 0 1 9
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Editor Ben Sampson
(ben.sampson@markallengroup.com)
Assistant editor Paige Smith
(paige.smith@markallengroup.com)
Senior Art editor Louise Green
Design team Andy Bass, Anna Davie
Production Emily Fanning
Publication Manager Jag Kambo
Project Manager Tom Eames
Circulation Manager Chris Jones
Editorial Director Tom Stone
Publisher Simon Hughes
(simon.hughes@markallengroup.com)
COO Jon Benson
CEO Ben Allen
Published by Mark Allen Group
www.markallengroup.com
Business Airport International
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