Club Info
Members Info
CMQ Bookings
Club Info
Members Info
CMQ Bookings
Following the closure of the airfield at Base Borden in 2001 the club was in a quandary as where we would locate to. We initially moved to Lake Simcoe Regional Airport, and then in the spring of 2007 moved to Edenvale Aerodrome. All this moving around left people wondering just what was up with the Borden Flying Club. After all, in the more than 50 years that the club has been around, we only moved one other time. That was in 1967 when we set up shop at Base Borden following the closure of CFB Centralia.
It was time that we let people know that the club was thriving at its new permanent home at Edenvale. Who should we turn to other than COPA to get the word out.
May
June
July
We already knew that we wanted to run a series of ads in COPA Flight. After all, where better to find pilots then from within the ranks of COPA? The problem was to come up with a campaign that would encapsulate the uniqueness of the Borden Flying Club and entice like minded pilots to give us a call.
That is when John had what the rest of us thought was a brilliant idea. It went something like this:
Everybody reads the Plane Trade section dreaming of the day they will own their own airplane. And for lots of us that day may never come. Heck, we offer the next best thing to ownership! Let's get them while they are dreaming.
And from that inspiration our ad campaign was born. We would run a series of ads in the Canadian Plane Trade section of COPA Flight magazine and aim our ads squarely at the person who wants to one day own their own airplane.
It was the perfect fit. Let them know that the Borden Flying Club offers many of the benefits of owning your own plane. Things like self dispatch, overnight & extended rentals and all with our plane that is definitely a cut above the typical school plane. All that and not having to deal with the downsides of ownership such as unexpected maintenance or insurance worries.
We all new that we have a great thing going and now we had a vehicle to let others know too!
Having itemized a few of the benefits of becoming a member of the Borden Flying Club we now had to come up with a hook. Plenty of ideas were thrown around but we settled on three that best captured our concept:
These 'hooks', placed within the context of someone looking at aircraft classified ads fairly screamed the idea that there was an option available to buying your own plane.
Now the final step - a new slogan. This we had to consider carefully.
If you have ever heard Terry O'Reilly's Age of Persuasion then you may already know that a brand is not so much a product or a service as it is a promise. What would our brand promise? That's easy.
Flying with the Borden Flying Club is more akin to owning a plane than it is renting one
Our slogan is more about what it doesn't say than what it does.
What it doesn't say is, 'the other guys just rent airplanes', we go way beyond that because we deliver on the promise that got you into flying in the first place:
And so the Borden Flying Club's ad campaign was born. In addition to the series of advertisements in COPA Flight we have done the usual other stuff. You may see our brochure or one of our flyers at your local airport or on one of the many community notice boards. Hopefully you will also see a history of the Borden Flying Club, which dates back to 1957, published in your local newspaper this summer. We will also be improving our signage at Edenvale Aerodrome.
The goal of this campaign to is to re-affirm the Borden Flying Club in the minds of pilots. And if we get a few new members - well that is terrific too!
If you would like more information or would like to join the Borden Flying club please send me an email at President@bordenflyingclub.com or give me a call.
Fred Simpson
705.321.8267