Taking the SITA brand beyond a digital journey

Nearly every passenger flight relies on SITA technology. SITA works with air transport owners and members to provide technology solutions that make a difference at a community level. Airlines, airports, aircraft, ground handlers, governments, air cargo, aerospace, air navigation service providers and international organizations all use SITA's information and communication technology (ICT) solutions, relying on SITA's expertise to enable 'easy air travel every step of the way'.

SITA innovates collaboratively, while developing and managing solutions over the world's most extensive network – one that forms the ’communication backbone’ of the global air transport industry.

The Challenge

Increase awareness and visibility of the SITA brand mainly in niche media outlets highlighting through valuable content, its leadership and expertise to enable 'easy air travel every step of the way'.

The Strategy

A holistic communication approach leveraging value content to reach different generations of SITA´s buyer personas, using the spectrum of earned-owned-paid media in a continuous, coordinated and consistent manner, and strong emphasis on organic influencer marketing.

The Results
  • Increased brand awareness: 260+ publications in traditional media (print / online) - aviation, transport, logistics, IT, business and tourism market niches- positioning SITA as a leading specialist in air transport communications and information technology.
  • Influencer marketing: Through 490+ mentions of niche market organic micro influencers, media and journalists who use social networks, SITA’s messages were amplified in aviation, transport, logistics, IT, tourism, business and security market niches. 770+ brand interactions (RT's, Shares, Likes, Comments) with the followers of organic micro influencers, introducing SITA to a network of potential sales leads and future referees.
  • Content Marketing:
  • One of the key facts to highlight was the buyer personas reaction to the content marketing strategy, it generated 1200+ organic and 219 paid accesses to SITA’s website, owned media and engaging content in the cyberspace that helped boost click-throughs, improve social media engagement and bolster SEO.
  • Online content optimized for engagement (keywords in URLs, search words in content, page titles, etc.) was the key to success as a proponent of thought leadership and inbound marketing.