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.





