Lots of flak for the rebrand. I think it's a good idea to get the name back out there with a better vibe against it.
On this very forum we are all talking about how CHC is a) very soon to be no longer in Ch 11 and b) has a new brand. Sponsoring HAI (for $100k or whatever it costs) and a brand refresh ($50k tops) means that everyone who attended HAI (most of the oil co movers and shakers - core market basically) all now know CHC is back.
Money well spent if you ask me.