SITA Flex as a Service

The Story: SITA is the world’s leading specialist in air transport communications and information technology. SITA was looking for support with the launch of their new product –SITA Flex as a Service (FaaS) – an API which will enable airlines to fully digitise their passenger processing and free them from the constraints of fixed airport desks and kiosks. This will allow airlines to deploy their staff where they are needed the most and allow airports to reimagine the terminal space to embrace revenue-generating opportunities.

The Brief: To provide strategic and planning support to develop a go-to-market plan to reach key airline decision makers and influencers with a clear launch and roll out plan for FaaS, with the goal of driving leads and ultimately adoption by 12-20 airlines.

Our Response: Following an initial phase of discovery and insight, we proposed a lead gen campaign communications plan including routes to market, content required for the campaign and an overarching creative proposition to run through all campaign content, along with key messaging hierarchy tailored to key audience segments.

Why it works: An omni-channel content syndication lead generation programme ensures high-quality, guaranteed B2B leads by distributing gated content to new channels, generating relevant downloads and ultimately, new prospects. A Double Touch campaign drove engagement with an inspiring awareness video and two gated assets – the Reasons for Change Guide and a White Paper. This was followed by a 3-week Nurture programme using a blog, a Step-by-Step Guide and a video of a recent 'Hackathon' to ensure that the SITA Sales Team would be following up with a warm, qualified lead.

Results: We delivered 273 quality leads; all primary decision-makers (C-Suite/Director+) in target airlines across the world. Qualified leads were then passed onto SITA for sales follow-up.