Avion Private Jet Club
Avion Private Jet Club, Beverly Hills, CA
The agency was retained by Avion Private Jet Club, a small club that offers individual seats on private aircraft between New York and Los Angeles, shortly after its initial launch. This client presented several hurdles in that it offers a very limited route which is accessible and of interest to a small select group, the private air market is confusing and congested with various options and, as a new player, Avion lacked real credibility in the eyes of the media.
The agency devised a strategy to focus on both markets served by the jet club, New York and Los Angeles, but also on “Hollywood” as a concept rather than a geographic market. Additionally, DDPR saw its role with the media as an educator to help eliminate the confusion that existed in the marketplace. Since editors found the subject too confusing to cover, DDPR was able to convince them that articles would be timely and appreciated by their readership as they were probably just as confused with the choices. To overcome the issue of credibility, the agency decided to leverage the owner’s twenty-five years of experience and stellar reputation as a celebrity travel agent in Beverly Hills and encourage one-on-one meetings with journalists to meet the man behind the company.
This strategy yielded excellent results, including coverage in Vanity Fair, Hollywood Reporter, Variety, New York, Angeleno, Los Angeles, LA Business Journal, LA Confidential, Executive Traveler, Robb Report, Forbestraveler.com, Social Affair, Newsweek International, HeliumReport.com, Wall Street Journal, Financial Times and a cover story on the owner in Luxury Travel Advisor among others.