Phelps Gives Little-Known Luxury Airline Flight
Posted by iTVX Staff on October 3rd, 2008
Few had heard of CitationShares before last month. However, a series of viral ads starring Olympian Michael Phelps have introduced the luxury jetliner to the masses.
Phelps singing Journey’s “Don’t Stop Believin’” as well as shooting a swim cap at a sleeping passenger have generated 150,000 views online.
The campaign is a push to get the Greenwich, Conn.-based luxury brand out of its predominantly upper echelon base and into the forefront of regular consumers. “People who never owned a Ferrari still understand it is a premium car. We wanted to make sure that was the case with people who have never been on board a CitationShares luxury jet,” said Zak Menkel, a producer at Hornall Anderson, Seattle, Wash., the firm that created the YouTube campaign.
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