Kirshenbaum Bond & Partners has won ad duties for NetJets, which sells shares in private airplanes to travelers looking to avoid the growing hassles and safety concerns of commercial flights.
NetJets chose the New York independent after a two-month review, said Steve Zacks, client svp of marketing. The company spent nearly $7 million on ads last year, according to CMR.
Previous agency Siegelgale, New York, did not participate in the review. The shop created ads last year tagged, "Everything else is just a plane," as part of a rebranding effort launched after Executive Jets was consolidated under the NetJets name.
KB&P has handled advertising for NetJets sister Marquis Jet Partners since last May. Partners Richard Kirshenbaum and Jon Bond have "a really strong understanding of our customer and why they select a private-jet service," Zacks said.
The shop will aim to "create a brand personality that appeals to the mind-set of the CEO entrepreneur who utilizes this product," Kirshenbaum said. "There's an element of romance and luxury that private aviation gives you."
Fractional aircraft sales were up in 2002, with 5,827 shares sold, compared with 4,871 shares in 2001, according to the National Business Aviation Association.
"The reasons people continue to use business aircraft are safety and security," said Cassandra Bosco, an association rep. "Plus, you can fly to 10 times the number of airports."