Explorers Wanted!

Campaign generates filled classes and drives more than 2,800 applications

About LIFT Academy

The Leadership In Flight Training (LIFT) Academy was born out of a desire to transform the standard pilot training model into one that is more widely attainable and attractive. LIFT Academy offers tuition that is more affordable than other pilot training programs, as well as a direct classroom-to-cockpit opportunities.

Situation

New Flight Training Academy Needs a Name and Brand

Republic Airways, and the aviation industry at large, is facing a severe pilot shortage: a shortfall of a projected 637,000 by 2036. To meet this demand for commercial pilots, Republic created an innovative, technologically driven training academy designed to provide a direct pipeline of well-trained commercial pilots to its ranks. After identifying this need, they became the only regional airline to create and operate their own training academy based on a classroom-to-cockpit model. Republic approached CVR to help them name, brand and launch the flight training academy.

Solution

CVR Develops Brand and Creative with Theme “Explorers Wanted”

Discovery sessions with Republic staff, competitive reviews and detailed industry research enabled CVR to develop a strong brand recommendation that uniquely positioned the flight academy’s vision in the marketplace. Embracing hands-on learning and this new model for flight training, CVR named the program LIFT Academy, for Leadership in Flight Training. CVR geared the new brand toward LIFT’s primary audiences: high school graduates, military veterans and career changers. The positioning focused on the exploration and adventure aspects of being a pilot, showcasing a career that allows for world travel and a healthy work/life balance at an affordable price. CVR developed strong, consistent creative with the theme “Explorers Wanted” and deployed media tactics from outdoor boards and social media to digital banners and paid search.

Outcome

LIFT Academy Receives Over 2,800 Applications After Brand Launch

LIFT Academy was launched less than two months after initial conversations began. Combined with one-to-one recruiting efforts, LIFT has seen full cohorts since inception. LIFT and CVR continue to fine tune messaging and media tactics to reduce cost-to-lead ratios.