Via Takes Flight Options to ‘A Higher Plane’

BOSTON Via positions Raytheon’s Flight Options corporate jet affiliate as offering aircraft and services “On a higher plane” in a new print-based campaign.

The client in Lexington, Mass., spent about $5 million on ads last year and $2 million through July, per TNS Media Intelligence/CMR. Ads will run at least through the first quarter of 2005.

The effort, which debuted last week in The Wall Street Journal and elsewhere, features pictures of the jets and directs customers to call a toll-free number or visit the flightoptions.com Web site for more information.

One ad is headlined “When we say options, we mean considerably more than the hors d’oeuvres.” Copy continues: “From card membership to leasing to fractional ownership, Flight Options serves up the industry’s broadest range of options. So you always get the right program, the right jet and the best experience.”

Portland, Maine-based Via, an independent agency, added the Raytheon account nearly two years ago. This marks its first broad image effort for the Flight Options program, following ads from the shop in August supporting the JetPASS product launch.

David Abend served as creative director on the work; Jo Dixon and Jon Roberts handled art direction; Ron Clayton and Ian Dunn wrote the copy.

—Adweek staff report