Polar Air Cargo gets new VP, Sales, Marketing
Atlas Air Worldwide Holdings, Inc., a provider of global air cargo services, announced that its subsidiary Polar Air Cargo Worldwide, Inc. has hired Thomas Betenia as the new vice president of sales and marketing of the Americas, according to the company
Effective Jan. 7, Betenia will be based at the company’s headquarters in Purchase, N.Y. He joins Polar from Lufthansa Cargo AG, where he was most recently director of sales and handling for the United States Northeast and Mid-Atlantic regions.
In his new role at the company, Betenia will oversee all sales and marketing activities in the Americas. This will include building Polar’s prospective customer base and its existing business with scheduled-service customers.
Polar is an international air cargo company that specializes in time-definite, airport-to-airport scheduled freight service. The company connects major cargo markets in the Americas, Asia, Europe and the Far East via frequent Boeing 747 freighter service.
DailyVista spoke with Polar Air Cargo
representative Regina Milano about the company’s future marketing plans and its possible openness to hearing from agencies.
Milano said that Polar is an airline that works with other transportation companies that need to move cargo, so the company utilizes primarily B-to-B marketing initiatives. She said that the company doesn’t do a lot of advertising, marketing or communications.
Polar is very focused on a small targeted group of customers and potential customers.
“[Betenia] is going to help grow and expand our business in the Americas. We have a strong Asia business and we do a lot of flights and we have a lot of locations in Asia,” Milano said. “So he’ll be doing just as his title implies: focusing on building the customer base in America.”
Milano said that just because Polar is a well-known brand in a fairly small, niche industry, that does not mean the company has no desire to increase recognition of its brand. She said that Polar is looking to increase visibility over the next 12 to 18 months.
Milano said that hearing proposals from an agency about those brand awareness efforts or even for project work in the future is a definite possibility. She said that it may be something that the company could be interested in. Although Polar is not actively looking for vendors, the company is open to approaches.
According to The List database, Polar Air Cargo does not currently have any agency relationships.
According to Nielsen Monitor-Plus, the company spent about $10,000 on national advertising in 2006, all of which was spent on spot radio ads.
Agencies that might be able to help increase Polar Air Cargo brand recognition among businesses in the Americas should contact Betenia with ideas on how it can best increase awareness among potential customers. Perhaps suggest advertisements in niche publications or even direct mail marketing techniques that utilize specific lists of people that fit the description of what Polar is looking for in a customer.
Polar Air Cargo Worldwide, Inc.
2000 Westchester Ave.
Purchase, NY 10577
Vice President of Sales & Marketing, Americas
Chief Operating Officer