News Release
GULFSTREAM AEROSPACE DEVELOPS AD CAMPAIGN THAT FOCUSES ON OWNERSHIP EXPERIENCE
New Campaign Introduces The Gulfstream Ownership Experience Index
SAVANNAH, Ga., March. 11, 2003 - Gulfstream Aerospace, a wholly owned subsidiary of General Dynamics (NYSE: GD), has launched a new advertising campaign that visually communicates a comprehensive method of determining the added value of a business jet.
The Gulfstream Ownership Experience Index takes the traditional assessment method, the Traditional Value Index (range x speed x cabin volume / balanced field length x price), and broadens it by adding such nontraditional features as technology, service and product support, and the cost of ownership. The resulting equation is a more accurate measure of the true value of a business jet.
"While Gulfstream has always stacked up more than favorably against competitors using the traditional index, we felt it was time to take factors into account that have become increasingly important to today's business jet operators," said Raynor Reavis, Gulfstream senior vice president, sales and marketing. "The Gulfstream Ownership Experience Index enables the customer to assess the true value of the aircraft and the level of ownership experience that aircraft will provide."
Value retention, leading-edge technology and 24-hour product support are a few of the ownership-experience factors Gulfstream includes in The Gulfstream Ownership Experience equation.
"Virtually every print ad for a business jet features a headline laid over a 'glamour' shot of the company's plane. In fact, we've produced campaigns like this in the past," said Stephanie Snyder, Gulfstream vice president, marketing and communications. "Because The Gulfstream Ownership Experience is such a unique approach to marketing, it required a compelling visual and interactive campaign that would distinguish it from the competition."
In fact, only four of the 12 print ads produced feature an aircraft exterior and none of them are photographed over a scenic coastline or against a brilliant desert landscape. Additionally, the ads invite the reader to visit the dedicated Web site, www.thegulfstreamexperienceindex.com , to learn more about the assessment criteria and compare the value of each brand of business jet against a Gulfstream.
"The Web site provides an interactive comparison of how other business aircraft stack up against the Gulfstream fleet," Snyder said. "The site's graphic presentation of The Gulfstream Ownership Experience Index is not only accurate, it's fun to use."
The four-color, full-page print ads are appearing in business aviation trade publications, defense journals and general business magazines. Additionally, black-and-white versions of the ads have been adapted for use in selected newspapers.
NOTE TO EDITOR
Gulfstream Aerospace Corporation, a wholly owned subsidiary of General Dynamics (NYSE: GD), designs, develops, manufactures, markets, services and supports the world's most technologically advanced business jet aircraft. Gulfstream has produced more than 1,300 aircraft for customers around the world since 1958. To meet the diverse transportation needs of the future, Gulfstream offers a comprehensive fleet of aircraft, comprising the mid-cabin, high-speed Gulfstream G100™; the wide-cabin, high-speed Gulfstream G150™; the large-cabin, mid-range Gulfstream G200™; the large-cabin, mid-range Gulfstream G300™; the large-cabin, long-range Gulfstream G400™; the large-cabin, ultra-long-range Gulfstream G500™ and the large-cabin, ultra-long-range Gulfstream G550™. Gulfstream also offers aircraft ownership services via Gulfstream Financial Services Division and Gulfstream Pre-Owned Aircraft Sales®. The company employs more than 7,400 people at seven major locations. We invite you to visit our Web site for more information and photos of Gulfstream aircraft at www.gulfstream.com.
General Dynamics, headquartered in Falls Church, Va., employs approximately 54,000 people worldwide and had 2002 revenues of $13.8 billion. The company has leading market positions in land and amphibious combat systems, mission-critical information systems and technologies, shipbuilding and marine systems, and business aviation. More information about the company can be found on the World Wide Web at www.generaldynamics.com.
