Aviators Air Rescue were launching the country's first Helicopter Ambulance service - where emergency response services face various challenges. Concerns existed around AAR's ability to land in crowded cities, permissions, general lack of awareness amongst the public about how to react in an emergency situation, and other issues. This would need education first before people bought into the service.
Through detailed internal & external stakeholder research we identified the 'buyers' and the 'influencers'. We mapped concerns, gaps and the ideal path to purchase. Core brand attributes helped create a credible brand, that acted on AAR's vision and drove belief in it's ability to deliver on its promise of 'high quality emergency care made available to anyone'.
The service sees a public launch in November 2016, though there has been a tangible uptake in partners coming on-board post launch of the new identity and website.