August 30, 2012
Private aviation company XOJet is targeting affluent consumers watching the US Open Tennis Tournament for its first television commercial.
There will be four variations of the commercial including three 15-second spots and one 30-second version. The commercial debuted Aug. 27 on the Tennis Channel and will run through Sept. 9 when tournament coverage stops.
“We aimed to capture XOJet's extraordinary customer service and unique customer experience in 15- and 30-second vignettes,” said Stephen Lambright, senior vice president of marketing and business development at XOJet, San Francisco.
“These commercials were crafted to truly reflect the XOJet brand experience, which is designed to provide the highest level of customer service while addressing the specific needs of when, where and how our clients prefer to fly,” he said. “We look forward to the new commercials’ debut and introducing XOJet to a broader audience.”
The XOJet commercials depict real XOJet pilots preparing one of its Challenger 300 jets for take-off.
They were filmed at the Landmark Aviation’s Hangar 5 in Oakland, CA. It was created by director and writer Jeff Iorillo and filmed by director of photography Cliff Traiman.
The 15-second spots have morning, afternoon and evening variations.
Each pilot introduces themselves to the camera and then it cuts to shots of food being served, the plane interior and the pilot in the cockpit.
Each 15-second commercial ends with “The smarter way to fly private. Visit XOJet.com.”
Meanwhile, the 30-second video includes clips from all three shorter commercials, which gives a larger depiction of food served, amenities and service from XOJet.
The longer commercial ends with “Welcome to the fastest-growing name in private aviation. Find out why at XOJet.com.”
The XOJet commercials will run throughout the Tennis Channel’s coverage of the US Open.
Furthermore, the 30-second spot will run during the upcoming Aspen Jazz Festival in Aspen, CO, of which XOJet is a sponsor (see story).
Since tennis is typically watched and played by affluent consumers, it makes sense that luxury brands would use this platform to advertise.
For example, Mercedes-Benz USA is pushing the mbrace2 connectivity system, now standard in its 2013 model range, via a television commercial that premiered during the US Open and a soon-to-follow digital and social media campaign that will likely reach a tech-savvy audience (see story).
Also, Mercedes is leveraging its partnership with long-time brand ambassador and tennis star Roger Federer to push the new 2013 GL-Class with a multichannel campaign including TV commercials running during the US Open (see story).
XOJet’s placement during the US Open was strategic for its first TV commercial.
“We did not choose TV marketing generically,” Mr. Lambright said.
“We strategically chose this event and high-profile media partner, the US Open Tennis Championships on the Tennis Channel, because it aligns well with the interests of our customers," he said.
Rachel Lamb, associate reporter on Luxury Daily, New York