Bombardier Flexjet, a private jet travel company, is out with a new campaign leveraging online films to promote jet travel to affluent consumers.
To reach its coveted target— ages 45 to 54 who have an average net worth of $15 million to $20 million, including CEOs and executive board members— has tapped seven-time Tour de France victor Lance Armstrong as its spokesperson to boost private jet travel.
Under the Flexjet Revealed and Revered campaign, the company is building buzz through a series of six online films to entice consumers to buy into its fractional jet ownership service. Similar to a timeshare, high-end consumers can buy partial ownership of the luxury jets based on the number of hours they purchase.
The films, which run from 45 seconds to one minute, are available on Worth.com and LuxuryLink.com, among other Web sites. Four films promote Flexjet services, while two segments feature Armstrong in more human-interest films. New York-based Icontent handles.
The Flexjet promotion, the first for Icontent, is an example of the growing use of film in broadband and online advertising. Brands are looking beyond the 30-second spot to reach consumers in new ways, said Doug Sloan, founder and creative director, Icontent
“It engages the consumer in a different way,” Sloan said of the online film campaign. “It’s not about taking your 30-second commercial and putting it on the Web. These are more long-form films…packed with information.”
“Films give companies like Flexjet the opportunity to tell a back story about their product without doing it in text or your typical ad,” he added.
The campaign will run through May. Online materials support.
Icontent has also developed work for Regent Luxury Group— a series of short online films to introduce the rebranding of Radisson Seven Seas Cruises under the global Regent banner— for Macy’s with a Web-based film series featuring Donald Trump and P. Diddy with tips on how to dress for success.
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