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CAN I BE YOUR FRIEND?

NETJETS EUROPE INTRODUCES IRREVERENT CAMPAIGN TO PROMOTE ITS PRIVATE JET CARD

LONDON, xx April 2008: NetJets Europe, the largest business jet operator in Europe, today announced the launch of a new campaign for its NetJets Private Jet Card (PJC) that may raise a few eyebrows.

In a notable departure from its Awareness and Image Campaign which uses pristine, image-driven executions, the new campaign includes a range of bright, bold, copy driven print advertising and direct mail to encourage people to try the private jet card. The highlight of the new campaign is undoubtedly the tongue-in-cheek video micro-site, www.5000airports.com.

The video stars a Jack Russell terrier named Alphonse whose extraordinary career depends on extensive business travel and an airline-defying work schedule. The video suggests that, like many business people, Alphonse is completely devoted to his career, but when his work day is done he wants to be home with his family. NetJets is the only way to guarantee that is going to happen.

Since its launch in 2002, NetJets Europe has introduced thousands of people to flying privately. The company has sold well over 2500 cards without ever having a dedicated campaign to promote the card. The card acts as an entry point where customers can get a taste of flying privately without committing to fractional ownership. Almost half of NetJets shareowners were introduced to NetJets via the Private Jet Card. 

Robert Dranitzke, NetJets' Director of Marketing and Communications, said: “The NetJets Europe Private Jet Card is the perfect way for companies and individuals to start flying privately. With the new campaign, we hope to grab people’s attention and get them to contemplate the productivity and quality of life benefits associated with flying NetJets”

San Francisco creative consultants Danny Altman and Michael Mabry who developed the campaign said they felt there was an opportunity to do something different. Mabry, the campaign’s designer said: “People are expecting to go to the website and see sleek jets and beautiful people. Well, they’ll get a bit of a surprise when they are introduced to Alphonse.”

“Undoubtedly one of the most powerful ways to demonstrate the benefits of flying with NetJets is to see how our customers use the product. The irony here with Alphonse, is that viewing the product through his experiences actually allowed us to make the product more human,” added Altman, the campaign’s strategist and writer.

This new campaign runs in parallel with NetJets Europe's awareness and image campaign, which uses German photographer Thomas Heinser’s imagery and very sparse copy to convey the romance and magic of the NetJets experience. The campaign’s message is that you can safely fly anywhere, anytime without the crowds and confusion that accompany commercial aviation.

Visit www.5000airports.com to meet Alphonse and see how he skillfully manages to stay in the public eye with the help of NetJets.  The standalone website is named in reference to the 5000 airports NetJets' can access world wide.