Promo Ideas: Airports, tenants reach customers through creative campaigns and regular updates

July 8, 2003
At Cutter Aviation, It’s All About Diamonds
This foam stress reliever kicked off a marketing campaign celebrating Cutter Aviation’s diamond anniversary in which a full carat diamond will be given away.Cutter Aviation, headquartered in Phoenix, AZ, is actively promoting the company through a diamond giveaway promotion celebrating its 75th anniversary.
The final prize is a full carat diamond, valued at some $4,000. According to Caterina Walsh and Kelly Axelsen, who make up the marketing team, the promotion began at the October 2002 NBAA convention with giving away puzzle-shaped stress relievers. Following this, visitors to any of the Cutter locations who purchase the minimum amount of service receive one magnetic puzzle piece with their order. Once all six pieces to complete the puzzle are obtained, the visitor must also collect one of 30 winning logo pieces. For those that do, their names will be entered into a drawing to be held at NBAA 2003 in October. Axelsen says the company invested about $15,000 in marketing for the anniversary celebration. Flyers detailing the promotion were printed in-house, while the 25,000 magnetic puzzle pieces were produced by a printing firm. According to Axelsen, the goal of the promotion is to spread awareness of the services offered by Cutter, and to keep customers coming back. "We keep them thinking about Cutter," she says.