Challenge
In business aviation, there’s probably only one category more competitive than fractional jet ownership: the jet card market. Anyone who follows this category knows that the choices are as endless as the competitors. Elite travelers must even differentiate between types of cards, which run the gamut from those that fly only charter aircraft, to those that utilize fractional jet fleets.

So the first challenge in building the Flexjet 25 brand was to cut through this tangled mess of choices in the mind of the traveler. The Flexjet 25 card, which flies a fleet operated by Bombardier Flexjet, had an additional challenge. It entered the market late, and competitors such as Marquis Jet and Sentient Jet had already established strong brand awareness.

But wait, there’s more. We also had to differentiate the jet card from Flexjet itself. It’s a good thing we love a challenge.

Insight
The key to staking meaningful territory for the Flexjet 25 brand was, first, to identify any compelling differences in its benefits compared to competing cards. Luckily, it had them. It is the only card that lets you fly to tropical destinations without ferry fees (the fee for returning the aircraft back to the mainland). It is also the only card that is you access to the sexy fleet of Bombardier Learjet and Challenger aircraft.

The next step was to fully understand our audience. A typical Flexjet 25 card user is not a typical fractional jet traveler. He or she is younger.

Less wealthy, but certainly on the way up. Many will have technology businesses. They view their private jet more as a status symbol than the older fractional jet owner. And, of course, nothing appeals to a younger entrepreneur more than a high-performance jet.

Solution
Our creative solution was to be hipper, younger and sexier than both Flexjet and the competing jet cards. In a series of oversized postcards, we used bold, simple graphics and semi-surreal settings to show the excitement and possibilities that the Flexjet 25 card gives you. In other words, this isn’t your father’s jet travel! Themes included: Fly a New Way of Life. Work Hard, Play Card. Freedom is in the Card.

We also created several cards that focused on the tropical destinations served exclusively by Flexjet 25 – without ferry fees. In the button-downed arena of aviation marketing, these cards stood out for their energy and obvious zest for life.

Results
The postcard series generated 25 new jet card owners. (Now that’s a coincidence.) It’s also a remarkable result in an overcrowded, commoditized market. Like we said, we love a challenge.