Bell/Agusta Aerospace Company


  • Brand strategy & positioning
  • Naming & verbal branding
  • Identity & design
  • Digital & social media

A Paper Plane

When industry titans Bell/Agusta first came to Haley Aerospace Marketing Firm, they needed help launching their newest joint aircraft. The only catch? The craft didn’t actually exist yet.

Only just past the blueprint stages, Bell/Agusta’s AB139 helicopter needed everything – branding, marketing and even a targeted ad campaign for the U.S. Department of Homeland Security. Though the twin-engine, multi-purpose craft still had years until its official launch, Bell/Agusta wanted it ready to go to market the very minute it went into production.

And that’s where Haley Aerospace stepped in to help.


Going Global

Bell/Agusta’s ultimate goal was to promote the AB139 across all world markets, including military outfits, corporate buyers, search and rescue organizations, governments, oil and gas corporations, emergency services and more. This required several multi-level campaigns working simultaneously toward the same goal: selling a yet-to-be-produced, multipurpose craft in high volume.


Taking Flight

Before the first AB139 even took flight, Haley Aerospace was able to secure global press and ad placements, create all branding assets, design an entire website and create a comprehensive campaign for the aircraft, which included the tagline “New Missions. New Helicopter.”

Haley Aerospace also provided brand strategy, positioning, naming, verbal branding, identity design, digital and social media, public and media relations, and media strategy/buying. It was a holistic, A-to-Z campaign that got AB139 off the ground long before it hit the assembly line.


Goodbye Bell, Hello Leonardo

The launch of the AB139 helicopter went off with a hitch — so much so that Agusta bought Bell’s share of the aircraft in full not long after Haley Aerospace’s engagement. In another mark of victory, the AB139 was later sold to renowned Italian aircraft manufacturer Leonardo, which still produces the celebrated helicopter to this day.


Catching Air

The success of the AB139 launch is undeniable. More than a decade later, the helicopter is still in wide use with military branches, search and rescue teams and corporate flyers all over the world – and it was the efforts of Haley Aerospace Marketing Firm, which illustrated the broad capabilities and sheer power of the aircraft, that helped get it off the ground.


“Haley Brand provided an excellent proposal for promoting the company image and new brand while attracting follow-up action by those who engaged the various media.” Director of Sales and Marketing, Bell/Agusta