Aerospace Group, Zilberbrand Group

There are a handful of words you expect people to use when they talk about corporate jets and the people who buy them. Words like elite, glamorous, sexy, and luxurious. But underneath that high-profile public image is the reality of an intensely competitive industry, and an eccentric, hard to reach target audience. What’s more, there are a limited number of publications that reach qualified buyers, and they are full of ‘me too’ classified-style ads listing jets for sale – an unfortunate necessity given the current buying habits of the target audience. In total, this environment presents a unique branding challenge for any competent marketing firm. dgs welcomed this challenge when it was hired by two national corporate jet sales organizations headquartered in Chicago. Each company targets a different niche in the industry but offers similar resources and experience. Aerospace Group specializes in sales of new jets in the $20 million and above price range, and The Zilberbrand Group sells primarily used jets in the $20 million and below price range. dgs developed a Web and print advertising presence to match each company’s needs and differentiate it in the marketplace.