Crafting a message that changes the public’s perception of an idea is one of the most exciting and rewarding challenges in the marketing industry. This was exactly the test SFW faced when we redesigned Elite Aircraft Services’ website and updated their Voice & Tone.
People think hiring a private plane is a luxury only the wealthy can afford, but the truth is private air service can save both time and money. Private flights run on a customer’s schedule and are ideal for last minute emergency trips—business or personal. Determined to rewrite the notion that only the rich and famous have access to the luxury of private air service, SFW went to work.
Before beginning the campaign, we interviewed Elite Air’s owners, administrators, pilots, ground crew, and clients to get an impression of the company and what differentiated them from their competitors. We even did one of our famous “store walks”—a site visit in which we toured the maintenance area, sat inside the planes, and were treated to the concierge services Elite Air provides. (We tried convincing the CFO that in order to truly understand the brand we’d need to fly to the Bahamas, but he wouldn’t go for it.)
In addition to concierge services, Elite Air offers flight lessons to aspiring pilots, storage space for people who own personal aircraft, and seeks to attract top talent. This presented a challenge in that we needed a central voice that spoke to multiple needs.
Our message: Obtainable Luxury. SFW crafted a Voice & Tone around this theme that established Elite Air as a service available to anyone looking for an alternative to commercial flight. From potential pilots seeking lessons, to corporate leaders needing a last-minute flight, to families who want the safest flight possible—Elite Air has them covered.
We then revamped the website with all new imagery and a sleek layout that spoke to Elite Air’s attentive, safe, and luxurious services.
The experience was both inspiring and gratifying, and we were thrilled to hear Elite Air was happy with the result:
“From start to finish, working with the team at SFW exceeded every one of our expectations. They took on the task of developing an innovative and industry-relevant website for Elite Aircraft Services through site visits, team brainstorming and client interviews that produced an amazing result! We couldn’t be happier with not only the process, but the result of our time with SFW and look forward to more projects with them in the future!”
— Matt Walsh, president, Elite Air Services