Bell Helicopter wanted to reveal their new helicopter, the 525 Relentless, at Heli-Expo 2012 in a memorable way. They called on GES to not only create a never-been-done before reveal, but generate buzz within the industry. Through video mapping, theatrical lighting, originally composed music, product videos, interactive maps, and an integrated marketing campaign to tie it all together, GES created a 40,000 square-foot booth experience that Flying Magazine called the “Most Spectacular Aviation Product Launch Ever.”

1. Case Study | Bell Helicopter – Heli-Expo 2012
GES Helped Bell Helicopter
Reach New Heights
Overview
Bell Helicopter wanted to reveal their new helicopter, the 525
Relentless, at Heli-Expo 2012 in a memorable way. They called
on GES to not only create a never-been-done before reveal, but
generate buzz within the industry. Through video mapping,
theatrical lighting, originally composed music, product videos,
interactive maps, and an integrated marketing campaign to tie it
all together, GES created a 40,000 square-foot booth experience
that Flying Magazine called the “Most Spectacular Aviation
Product Launch Ever.”
ges.com | 800.424.6224
©2012 Global Experience Specialists, Inc. (GES)

2. Case Study | Bell Helicopter – Heli-Expo 2012
Objectives
• Create industry buzz around the new helicopter, the 525
Relentless.
• Deliver a show-stopping “must-see” product reveal.
• Engage media to maximize coverage on the new product.
• Provide a VIP environment for executives to meet with
customers and sign contracts.
Solutions
• An integrated marketing plan that included airport and
convention center ads, email invites, room drops, and hotel
keys.
• A 40,000-square-foot booth experience including a large
stage for the reveal, a VIP and hospitality section with nearly
20 conference rooms, and a theater and technology area to
educate attendees about the company and products.
• Never-been-done-before video projection mapping, theatrical
lighting, special effects, originally composed music scores,
product videos, and a kabuki drop.
Results
• Due to the success of the reveal on opening day, Bell executives
requested that GES duplicate it again the next day.
• Bell’s management staff called it a career and industry highlight.
• Flying magazine called it the most spectacular aviation product
launch ever (read flyingmag.com/news/most-spectacular- Testimonial
aviation-product-launch-ever). “Bell and GES have had an incredible relationship
• Bell Helicopter took orders for numerous helicopters at Heli- and partnership for nearly 30 years. GES is not only
our tradeshow partner but they’re also becoming
Expo 2012, helping to drive sales results not only for the new
our marketing communications partner. It’s GES
525, but its entire line of Commercial Helicopters.
who’s really helped us from a strategy, design and
an execution perspective.”
— Kathy Searle, Director, Brand and Enterprise
Communications, Bell Helicopter
ges.com | 800.424.6224
©2012 Global Experience Specialists, Inc. (GES)