Sales and Marketing
MAXjet chose a unique brand identity and distinctive aircraft livery. MAXjet’s tagline of “It’s Just Good Business” captured the airline’s value proposition: a true Business Class product at an affordable price point. MAXjet undertook marketing campaigns in London, Washington, D.C., Las Vegas and New York and in secondary markets with strong connectivity. The Company developed innovative campaigns in partnership with its advertising agencies. In the second quarter of 2006, MAXjet launched its ‘Affordable Business Class’ campaign with the following themes:
- Connectivity, illustrating the wide range of connecting cities from MAXjet’s airports via other airlines.
- Seat Comfort, showing the deep-recline of MAXjet’s seat design.
- Value, highlighting MAXjet’s affordable value proposition and accentuating the amenities included in MAXjet’s Business Class product.
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MAXjet’s marketing and branding strategy was developed together with third party marketing, advertising and public relations agencies. MAXjet engaged agencies in both the UK and the US which worked together in developing effective marketing and brand awareness campaigns. MAXjet used traditional advertising channels, internet-based advertising (including both keywords and banner advertisements), event sponsorships, partnerships with high-end brands, direct print and collateral handouts, and direct electronic mailings. In addition, MAXjet advertised via digital media routes, including email marketing, search engines and banners. In addition to regular campaigns designed to establish MAXjet’s brand in consumers’ minds, MAXjet also ran special promotions in coordination with the launch of new routes, starting typically 6 to 8 weeks before the commencement of services. MAXjet undertook a major advertising campaign in the target market focusing on the introduction of the new route along with promotional fares.
MAXjet distributed through its own website, reservations centers and travel agencies. Unlike other low-fare carriers, MAXjet invested in technology which enabled the Company to distribute fares and tickets electronically through online and traditional travel agency channels, including both in-house and external platforms. MAXjet subscribed to Sabre, Worldspan, Galileo and other GDS platforms. MAXjet flights were offered online through Expedia, Travelocity, Orbitz and others. GDS and agency sales accounted for approximately 20% of sales while direct distribution accounted for 80% of sales. |
Debut New York Times AdvertisementRan with the commencement of sales in October 2006
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Advertising 2005-2006Billboard and print messaging for New York to London service.
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Video Coverage 2005-2006
At launch, MAXjet received significant television coverage in both the United Kingdom and the United States, with most major networks sending TV and print crews to cover the service launch. The following videos aired during late 2005 and 2006.
BBC Flight Track December 17, 2005BBC London November 2, 2005 |
BBC London November 2, 2005BBC Look East |
Media Coverage
The following articles covered MAXjet's growth from startup to multi-route operations, including comparisons with other all-Premium carriers.
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