Critical Mass Designs New Website for Hawker Beechcraft

Critical Mass (www.criticalmass.com), a digital marketing agency and unit of Omnicom’s Star Marketing Group (www.starmsgroup.com), today announced the launch of a new website it designed for Hawker Beechcraft Corporation (www.hawkerbeechcraft.com), a world-leading manufacturer of business, special mission and trainer aircraft.

Critical Mass designed the new Hawker Beechcraft site with the goals of delivering a best-in-class online experience that celebrates the brand, focuses on customers’ needs, and generates sales leads for the company’s premium aircraft.

"In our research, we found that the decision to purchase an aircraft is complex—whether for private ownership, military or special mission—so personas were critical to our digital strategy,” said John McLaughlin, Senior Vice President, General Manager, Critical Mass. "Our deep experience in luxury and automotive has taught us that for such a high consideration category, we needed to model the site experience off of the customer journey, delivering rich, engaging content to address user needs and multiple stakeholder concerns throughout the purchase process,” McLaughlin added.

For both the Hawker and Beechcraft brands, product exploration was supported through interactive features such as a 360-degree virtual flight experience, a Google-powered range mapping tool, model comparison module, and custom aircraft configurator, while an emotional connection to Hawker Beechcraft’s legacy of quality and performance was achieved through dynamic product videos and owner testimonials. Beyond driving brand and product engagement, the online experience was crafted to facilitate purchase by connecting users to global sales representatives and extending the brand promise through to ownership via prominent customer support and maintenance information.

About Critical Mass

Critical Mass (www.criticalmass.com), an Omnicom digital marketing agency, helps the world's leading companies use digital media to create extraordinary experiences—experiences that bring together creative thinking, smart ideas and emerging technologies to drive our clients’ business. Consistently recognized by Forrester Research as a leading interactive agency, Critical Mass operates globally from offices in Calgary, Toronto, Chicago, New York, London, Costa Rica, and Amsterdam. For additional information, visit our website: www.criticalmass.com, our blog: http://experiencematters.criticalmass.com, www.facebook.com/criticalmass.agency or follow us on twitter: @criticalmass.