Brand and launch a new high-end aircraft leasing company with multi-platform, integrated campaign.
In addition to branding the company, our award-winning integrated campaign centered around a high-quality direct mail brochure. The package included richly illustrated pull out pages that provided all the details and photos for each of the six aircraft. Each pull out page also had affixed to it a viral “trading card” for that aircraft that could be passed on to friends or colleagues. On the backs of each pull out and trading card was an illustrated character modeled after the spirit of that specific aircraft, along with a brief storyline about each. The storyline in the print piece had these characters spread out across the globe in exotic locales.
The package also contained a Hi-Def film on a DVD, packaged inside an “invitation” envelop with the words “Join The Elite.” This film brought these illustrated characters to life as the lead character Alex, flew all of them (via Elite Air, of course) to his house for a dinner party and surprise. The unfolding love story between two of these friends unfolds and takes an unexpected twist at the end. The audience is then directed to the Elite Air website to finish the film (and discover the impetus for that twist) – and book their first aircraft. Conversely, the story was written so that if the audience started on the website, then ordered the print package, the ending would still make sense and still be a nice surprise.
Huge. This campaign paid for itself in new business in less than 6 months. We also won a Mobius Award for Best Integrated Campaign.