The Craft of Flight

Jet Aviation partners with Monocle magazine on an editorial series to share our brand story and promise with a unique set of existing and potential customers.

We are delighted to share the first of three exclusive editorial partnership pieces we have created with Monocle magazine. In ‘The Craft of Flight,’ President David Paddock talks about who Jet Aviation is, our brand, our services, our customer promise, and our people.

You will recall that the brand refresh involved a study of our interactions with our customers of today, yesterday, and tomorrow, and the way they experience the story of Jet Aviation. We spoke to key partners, and we tried to understand how they preferred to engage with us, as well as where and how it was important to showcase our brand to continue to be considered both a thought leader in our industry and their partner of choice.

Part of this shift included new, exclusive, and intimate influencer events, such as those recently held at Art Basel, Monaco Yacht Show and NBAA. These brought us closer to our key customers and partners after eighteen months of virtual connections, and they highlighted the value and appreciation of smaller, dedicated events — where real relationships could be formed and fostered.

Another key pillar of this renewed customer focus was the way we interact with the media. For almost a year we held back on advertising, taking the time to analyze and assess what really told our story in the best light to bring us the most impact. Although we have always had a strong presence in aviation trade media, we were not tapping into newsstand titles — the titles that appeal to our customers.

We spoke to key partners, and we tried to understand how they preferred to engage with us, as well as where and how it was important to showcase our brand to continue to be considered both a thought leader in our industry and their partner of choice

So, we looked at key publications that we know our customers read and considered the value they could bring to our brand. Which brings us to Monocle. Monocle is an international newsstand title with over 24,000 subscribers. The diverse readership covers a wide range of industries and interest, from governments to artists, CEOs to tech start-ups. The magazine’s insightful and varied global content covers topics from urban infrastructure, creative design, and the latest lifestyle innovations, to the future of flight, defence briefings, and emerging tourism in Iraq.

In addition to their print magazine, the Monocle media brand covers radio, online, and retail elements – with shops and cafes in London, Zurich, and Singapore – and hosts global events including the Annual Quality of Life conference, and The Chiefs, for leaders of businesses and key organizations with visions for the future.

Following months of lively discussion and ideas, we are thrilled to share our first collaborative piece, as featured in the Monocle November issue. It will be followed by a second installment focused on Aircraft Management, and a third on Completions. We will then release a coffee table book early next year to tell the story of Jet Aviation in more depth. This will be gifted to our key customers and partners, sent to a select group of Monocle subscribers, and be available for sale at Monocle concept stores.

Read the piece here. We hope you enjoy our first installment. Stay tuned for the next!