Borenstein Group strategic and creative teams immediately began working in close partnership with National’s key managers and decision makers. The process began with comprehensive interviews of National’s global business development team, as well as key stakeholders and clients. From the initial research, team Borenstein was able to identify and articulate National’s key strengths into a concise series of brand pillars that form the foundation for National’s strategic messaging, including the new tagline “Destination Excellence.”
This message was brought to life through three remarkable new websites: a central unifying brand destination,www.GoNational.com, along with dedicated sites for the Air Cargo wing, www.NationalAirCargo.com, and passenger Airline, www.NationalAirlines.com. Each site incorporates the latest advancements in user experience and user interface, including fully responsive design, and a unique parallax scrolling feature that mirrors the motion of an aircraft in flight. The websites also incorporate advanced technology that enables users to book a seat or track a shipment, anywhere, any time, from any device.