Elite Targeting: Reaching the Ultra-Wealthy

The Power of Private Airport Advertising

Traditional marketing channels often fall short when it comes to reaching the ultra-wealthy, the top 0.1%. This segment, a blend of the affluent globe-trotting audience along with the business elite—such as C-suite executives and business owners—is better accessed through the bespoke arena of private airport advertising. Here, brands have the luxury to engage with a discerning audience in a space that reflects their lifestyle, offering an intimate and direct line of communication.

The pandemic served as a significant catalyst for growth in private aviation, with affluent individuals seeking the convenience of private jet travel. This trend has endured, with Forbes reporting that 95% of those who pivoted to private jets during the pandemic have continued to do so. This presents upscale brands with an unprecedented opportunity to reach the ultra-wealthy where they spend an increasing amount of time—in private jet terminals.

Calculated Timing for Maximum Impact

DIOR's reintroduction of the iconic Chiffre Rouge watch is marked by strategic timing and placement. Capitalizing on the 300% surge in private jet traffic for the F1 weekend in Miami, the campaign features two oversized exterior banners at the Embassair terminal—a deliberate move to ensure DIOR's unmissable message is the first to greet passengers as they step off their jets. This allows the brand to align themselves with such a high-profile sporting event, providing a powerful brand touchpoint that proceeds the race itself.

Expanding Reach and Reinforcing Luxury

As a leading name in luxury travel luggage, TUMI’s pivot to introduce the Asra handbag line is coupled with a comprehensive advertising rollout via JCDecaux's entire Elite network, spanning 42 private airports around the country. This strategy is not just about visibility; it’s about reinforcing TUMI’s luxury branding in a space that complements the product's upscale nature, increasing brand awareness among a high-value demographic and signaling TUMI’s vast presence with over 180 stores across the country.

Messaging Aimed at Business Elites

Bombardier strategically positions its presence at Teterboro, not merely the busiest private jet airport in the country but also the gateway to New York, home to a record number of Fortune 500 companies. By advertising in this prime location, Bombardier's business jet campaign is effectively placed before an audience of high-caliber business leaders who are already vested in the private aviation lifestyle and are potential buyers. The messaging, highlighting the time-saving advantages of private jets, resonates directly with these executives, underscoring Bombardier's alignment with the priorities and needs of the global business elite.

Regional Focus for Enhanced Connection

Cabot Citrus Farms, a luxury golf-resort, employs a targeted advertising approach at private airports within Florida, tapping into the state's status as the busiest region for private jet travel. The aim is to cultivate brand awareness and allure for their luxury resort experience among a demographic that already frequents the area.

Targeting the Affluent Market with Precision

Pacaso, offering co-ownership in high-end vacation homes, understands the value of direct marketing to its niche market: the affluent, travel-savvy individuals. By partnering with JCDecaux in Los Angeles and the Bay Area for private airport advertising, Pacaso ensures visibility among those with the means and interest in luxurious vacation properties.

Diverse Brands, Common Ground

Across industries, from bespoke vacations to designer watches, the goal is clear: to reach the ultra-wealthy where they are most receptive. Private airports offer these diverse brands a unique space that is both exclusive and aligned with the luxury lifestyle of their consumers. It's here that they find common ground, connecting with their elite audience through a medium that speaks the language of luxury fluently.