Client: NetJets.

Project type: global advertising campaign (Europe, USA and China).

Role: photography art direction, design.

Copywriter: Jeremy Dubert.

Photographer: Thomas Heinser.

Year: 2015.

Background: as in-house Head of Design at NetJets, I led the development of a global advertising campaign designed to reinforce the company's position as the premier private aviation provider for discerning business and leisure travellers for over 50 years. The campaign aimed to articulate the seven key differentiators that set NetJets apart: scale, reliability, safety, convenience, access, success, and innovation, demonstrating their value to HNWIs/UHNWIs. The campaign's visual identity needed to be bold, confident and contemporary.

Challenge: the main challenge involved creating a cohesive and impactful global campaign that resonated with a sophisticated, internationally diverse clientele. This necessitated careful consideration of cultural nuances across the US, Europe, and China while maintaining a consistent brand voice and visual style. Furthermore, ensuring seamless integration across multiple print and online platforms presented a significant logistical hurdle. The campaign had to deliver a powerful message in multiple languages, maintaining its impact and elegance throughout translation.

Objective: to strengthen NetJets' market leadership by clearly communicating its unparalleled service and value proposition. This included increasing brand awareness and driving engagement amongst the target audience. The messaging needed to convey that investing in NetJets is an investment in both enhanced productivity and improved quality of life, seamlessly blending business travel with personal time.

Approach: the NetJets global advertising campaign was developed through close collaboration, meticulous research into target audience preferences, and the creation of comprehensive style guides to ensure brand consistency across all markets and media. A phased approach involved developing a strong brand narrative, crafting impactful messaging, and producing high-quality visual assets.

Deliverables: the campaign comprised a multi-platform rollout including print advertisements in leading international publications (WSJ, FT, Il Sole 24 Ore, Le Figaro, Handelsblatt, Vedomosti amongst others and was translated into 8+ languages), digital banner ads, and updated website content.