FlexJet: Private Jets Are Tools, Not Toys

Armed with new research and a new advertising agency, Flexjet is honing its communications strategy to demystify fractional jet ownership. It is challenging the stereotypical perceptions of private jet ownership as a frivolous extravagance of the wealthy in favor of business aviation’s impact on the economy and as a productivity tool.
Flexjet, the fractional business jet ownership program of Bombardier Aerospace, is launching a new multi-million dollar advertising campaign identifying private jets as tools that enhance productivity and quality of life, not just glamorous toys for the wealthy. The new campaign, which launches May 1, is the first from Flexjet's new advertising agency, Team One, a division of Saatchi & Saatchi. It speaks directly to “discerning affluents – leaders and entrepreneurs with a strong work ethic and values rooted in the middle class who appreciate good value, quality, authenticity, flexibility and productivity.” The new ad campaign is slated to run in print and online media, including Forbes, Departures, Helium Report and Barron's.
"Over the past twelve months, we conducted a series of in-depth studies of our target audience," said Sylvain Levesque, vice president, marketing and administration. "And the research confirmed what we've known instinctively all along: for the majority of our customers, private jet travel isn't a glamorous perk, it's an essential tool. It's an investment in productivity and their most valuable asset: time. This drove us to hone our messaging and gave us permission, if you will, to speak authentically about our unique offerings in the category.".
Almost 80 percent of today's wealthy population grew up in middle class or lower income homes, meaning they have middle class values, according to new research from The Annual Survey of Affluence and Wealth in America: 2008 by The Harrison Group and American Express Publishing. In addition, nearly 70 percent of high-net-worth individuals have had their money less than 15 years. Consequently, old stereotypes no longer apply, said the company. In contrast to previous generations, they did not inherit their wealth. They are independent thinkers who desire the best and look for quality and authenticity that demonstrates discernment versus overt status. They appreciate real and meaningful differences in the products and services they seek.
Gone are the perfunctory category images of opulent settings, privileged jet-setters, blue skies and sunsets, said the company. In its place are graphic images with copy that speaks candidly about private jet travel and leverages Flexjet's unique aviation expertise with "straight talk from plane people."