Canadian Owners & Pilots Association

CHALLENGE:
Help Canada’s largest aviation association increase its membership base and revenues by attracting the next generation of pilots and aviation enthusiasts.

SOLUTION:
Develop new positioning that focuses on the aspirational lifestyle aviation offers, instead of the many rules and regs in aviation.

Develop content, program, process guides, and template materials to drive brand consistency across the 151 Canadian COPA Flights clubs.

Develop alternate sources of revenue streams that support the positioning.

Updated positioning

Samples from the communications playbook

A refreshed approach to content development

A shift in content approaches to celebrate and inspire the community.

Lifestyle merchandise

The new positioning provided an opportunity to launch an e-comm store.

Merchandise examples

A partnership with Red Canoe ensured high quality materials and access to a younger generation of aviation enthusiasts.

A refreshed approach to fly-ins

A program playbook for local clubs helped them organize annual events that brought the community together and created revenue for the association.

Fly-in identities

Annual event

The positioning also provided an opportunity to create an annual fund raiser, with all proceeds going to the Flight Safety Foundation.

A new generation embraces #ALLFORFLIGHT

The positioning has led to a greater connection with younger pilots and future pilots.

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