Coin Branding Inc. | One First Canadian Place, Suite 350 | Toronto, ON M5X 1C1 o. 416.941.9456 | c. 416.560.0928 | [email protected] | coinbranding.com Great branding means business TM Bombardier Regional Aircraft Brand Strategy Development This client asked us to develop a print advertising campaign for its upcoming fleet of CRJ1000 NextGen jets, scheduled for entry into service by Q4 2009. The world’s airline executives have long regarded the competitive advantage of Bombardier’s regional jets to be their lower operating costs, versus the superior passenger comfort offered by chief rival Embraer of Brazil. While the NextGen series indeed offers comfort improvements, it still cannot authentically claim to offer comfort on the level of Embraer. Nevertheless, Bombardier executives gave direction that the ads for the CRJ 1000 were to position the aircraft on the basis of comfort. We believed that such a positioning would be instantly dismissed if not derided by the target market. Recognizing a disconnect with our client, we undertook intensive strategy sessions in which I was instrumental in recognizing a brand position that relied primarily on Bombardier’s cost leadership – and also allowed Bombardier to tout the improved passenger comfort of the NextGen series, now in a more believable context. ECONOMICS optimized maintenance costs increased features increased range improved avionics family commonality savings optimized fuel burn reduced emissions increased seats reduced aircraft weight computerized AFM COMFORT LED lighting/accent lighting new streamlined cabin design larger windows larger bins new IFE systems new sidewall design BIGGER, BRIGHTER BETTER CABIN closing the comfort gap ENHANCED ECONOMICS AND PERFORMANCE widening the economic gap Introducing the CRJ NextGen Family with the all-new NextGen interior 70-100 seats in our all-new cabin larger bins bigger windows brighter lighting up to15% advantage in operating costs versus the competition up to 30% greener with reduced emissions compared to older generation aircraft For your passengers, we enhanced the ergonomics. For you,once again we improved the economics. For all of us,we have lowered the emissions. www.crjnextgen.com Technical and comparative data is based on available research and Bombardier’s estimates of flight characteristics under specific conditions. This advertisement does not intend to convey any guarantees or warranties of performance.