Bombardier Experience: A Magazine for Jet Owners

BRIEF

A previous iteration of Bombardier’s business aircraft magazine was heavily focused on the hard spec of the product. Bombardier realized it needed a sales and loyalty tool that engaged its ultra-high-net-worth audiences around the exclusive lifestyle that only jet ownership can bring.

SOLUTION

This new editorial approach focuses on elite insider access, from going behind the scenes with the performers, producers and patrons at the Metropolitan Opera House in New York to a first-hand look at the atelier of Graff diamonds or the design and innovation team at Rolls Royce. The destination story is reinvented to tap into the audience’s passions around collecting, culture and rarefied experiences.

RESULTS

Readers feel part of an exclusive club, a peer-to-peer publication that has been so effective that Bombardier’s traditionally very private jet owners now call us to be profiled in our pages. As the sales life cycle of a jet can be anywhere from five to seven years, Experience magazine provides an elevated touchpoint throughout the process and is considered by the brand to be the number one communication tool for existing customers and qualified prospects.