Maguire Aviation
Ready for takeoff: Launching a premier brand in the corporate aviation industry
Situation
As Maguire launches its company at the busiest general aviation airport in the world, how does it establish its brand as the premier full-service provider in the industry?
To enter the fixed-base operations (FBO) market, Maguire Aviation purchased a striking Spanish-style facility, which had served as a personal flight operation for its former owner. Although selectivity had given this FBO an “invite-only” reputation, the quality of the facility and its services ranked only 24th nationally. Maguire Aviation needed to create a unique position that would change perceptions and establish a strong brand presence in a highly competitive segment.
Solution
Responding to this challenge, Baker developed a brand platform that highlighted Maguire Aviation’s mission to forge relationships for life through unsurpassed service and operational excellence. Baker also capitalized on the new facility’s elegant appearance and convenient mid-field position, while enhancing Maguire Aviation’s reputation for safe and efficient operations, fair market practices and commitment to superlative quality. The new brand platform laid the groundwork for the company’s communications and operations, including hiring and management procedures, client amenities and more.
Results
Baker helped Maguire Aviation identify and address an unmet need for a more personalized, “white-glove” service experience. In doing so, Maguire secured a unique and differentiating position in the specialized FBO segment. The company’s subsequent addition of 600,000 square feet, new locations and high-profile clients further demonstrated the brand platform’s ability to expand Maguire’s market footprint as a premier service provider and destination of choice.