Republic Airways, and the aviation industry at large, is facing a severe pilot shortage. Republic decided to address this critical issue by becoming the only regional airline to create and operate its own training academy specifically designed to provide a classroom-to-cockpit path for its students. Republic approached CVR to help them name, brand and launch a flight training academy, all in less than two months. The creation of the Leadership In Flight Training (LIFT) Academy felt a lot like taking off in a commercial jet—incredibly fast and seatbelt-worthy!
Initial discovery sessions allowed CVR to create a brand brief that gave structure and intentionality to their concepts and goals. From there, CVR developed a logo, color palette and other branding elements, wrote collateral materials, outlined a media strategy, created a recruiting video and microsite and planned a major press conference. Two unique primary messages were developed, and CVR developed strong, consistent creative across mediums around those messages and implemented a vigorous social media campaign aimed at LIFT’s target audiences. CVR also designed the livery for their aircraft, as well as a wrap for their mobile LIFT Lab, a traveling virtual reality flight simulator experience.
In the first month after launch, LIFT Academy received over 400 applications, over 1,300 inquiries and nearly 8,000 unique visitors to their site. New classes begin monthly as applications continue to roll in.