NETJETS MIDDLE EAST

CASE STUDY:

OVERVIEW

Formerly Executive Jet Aviation, Netjets was founded in 1964 as one of the first private business jet charter and aircraft management companies.

By definition, NetJets created the concept of fractional jet ownership and has, since conception and launch of the programme, provided individuals, corporations and governments with all the benefits of whole aircraft ownership, but at a fraction of the cost. NetJets offers its customers the convenience, access, and time advantages of flying point to point in private jets.

CHALLENGE

With subsidiaries in the United States and Europe, NetJets needed a tailored approach to ensure their brand was geared for launch in the Middle East.

As a result, NetJets Middle East, a provider for flights in the Middle East based in Jeddah, Saudi Arabia, was created. With NetJets providing the franchisee with an inherited brand identity system and architecture, we were asked to adapt, evolve and invigorate the system for the Middle East market.

SOLUTION

Utilising the inherited qualities of the brand, we created a new bespoke image library and colour palette. This was then woven into the existing brand fabric to ensure NetJets was sympathetically adapted for the region’s target audience.

The effective use of rich, emotive and aspirational imagery has since brought the Middle East brand to life – raising the profile of the brand and attracting new customers that otherwise might not have been attainable.

Today, NetJets ME continues to thrive, recently launching a new customer loyalty initiative, coinciding with a confirmed order of 32 new private jets.