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The Challenge

Drive end-of-year sales of the Flexjet 25 Jet Card—providing prepaid private jet access—during the most competitive purchasing season of the year, while securing coverage in notoriously hard-to-reach affluent lifestyle media.

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The timing was critical: many high-net-worth individuals, particularly in the financial sector, receive significant year-end bonuses, making this a prime moment for high-consideration luxury purchases.

 

The Insight
A limited-edition jet card could tap into both seasonal gift-giving and increased spending power—while offering editors a genuinely unexpected luxury concept for holiday gift guides. Anchoring the offering to Flexjet’s new brand positioning, “Expert Navigators,” would elevate the product beyond transportation and into experiential luxury.

 

The Solution

Designed from the outset to amplify and reinforce Flexjet’s new brand positioning of “Expert Navigators,” we created the Expert Guide Edition Jet Card. This first-in-category concept granted owners exclusive, one-on-one access to world-renowned experts across culture, art, philanthropy and entertainment. Experiences included private art-world immersion with Barbara Guggenheim and personalized Texas Hold ’Em instruction from World Poker Tour champion Antonio Esfandiari—connecting cardholders with other “expert navigators” at the top of their fields.

 

The Results

The concept broke through crowded holiday coverage, resonated with affluent consumers, and successfully drove demand during the critical year-end sales window. Its impact was so strong that the Expert Guide Edition evolved into an annual product offering, refreshed each year with new, exclusive expert experiences.