Two launches in the same year, it’s quite rare for an aircraft manufacturer. After the 8X in December, what was the challenge for the 5X?
The development of two aircrafts in such a short period is an exceptional feat in the industry. The Falcon range has expanded and renewed at an unprecedented pace over the past two years. The positioning of the 5X and the 8X called for different types of events adapted to each aircraft. The Falcon 5X brand marks the arrival on the market of a new generation of hyper-spacious and innovative cabins created without compromising on performance, flexibility of use, and fuel efficiency, all of which Falcon are known for. The challenge for the rollout of the 5X was to emphasize the modernity and innovation of the program, unlike the 8X event which focused on the positioning of the flagship of the range.
Why did you choose the proposal from LDR?
The proposition from LDR impressed us with its quality and its creativity. It corresponded perfectly to the positioning of the product, breaking away from the look of the Falcon 8X event that took place a few months earlier.
Were your expectations met?
The responses from the clients and the specialist press have been very positive. The creative concept from LDR was daring and differentiating. The guests appreciated the freshness of the concept and the capacity of the business to completely renew the exercise in fewer than six months.
What were the clients’ reactions?
The market response has been very favourable, particularly in Europe and in the Middle East. An event like the rollout allows the interest of the media and the clients to be refreshed in the middle of a development cycle which lasts more than five years, much longer than in other industries. The clients who showed their confidence following the announcement of the aircraft launch in 2013 have shared a lot of emotion with us during this presentation. It’s always a big moment when an aircraft leaves the workshop – it was even bigger on June 2nd.
What difficulties did you face during the 50 days of preparation?
The business aviation industry follows the rhythm of the calendar of events and the international aeronautical shows. The rollout of the 5X was organised in a particularly dense period around the Salon EBACE de Genève and the Salon du Bourget. The planning and organisational qualities of the LDR teams was very much appreciated as they produced a very ambitious event in this context. The great availability and proximity of our respective teams allowed all difficulties to be overcome with relative ease and they were able to limit the budgetary excesses that come with complex projects in which issues can easily multiply.
What have you taken away from the experience?
The final scene of the arrival of the aircraft preceded by 50 employees, technicians and engineers accompanied by a troupe of dancers will be a strong image that will stay with me for a long time. The style and the pace, borrowed from fashion runway shows, was a great success. Moreover, this is the sequence we chose to present in a video clip of the event which was released on our website and social media the following day – dassaultfalcon.com
How would you summarise your relationship with Lever de Rideau?
Our organisation and our resources allow us to work with small yet very creative teams who are both responsive and experienced. The skills possessed by the LDR project team met these criteria and allowed us to work under these optimal conditions.
A final word?
In an era of web and social media, an event formerly limited to an audience of several hundred people now has a global reach with a much greater potential for the product promotion to have a better impact. The success of the rollout of the 5X is also evident in its wide publication in countries such as China where social media such as webchat can offer an extraordinary visibility.
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