Marketing NetJets

Paging through the February 8th issue of Fortune, which lists the 100 best companies to work for, I stopped at p. 65 to look at an ad featuring Bill Gates and Warren Buffett. (Disclosure: I'm a Berkshire Hathaway shareholder.)

Bill and Warren are shown relaxing on a sofa in a private jet, with playing cards, jelly beans, snacks, and what might be the Financial Times on a table in front of them. It looks like a very comfy way to cross the country or jet halfway around the world. The copy notes that Bill became a NetJets owner in 1999; Warren became one in 1995 and then bought the company in 1998. Very impressive.

Especially impressive when you think about how many ads Bill and Warren typically appear in, let alone together. Not many, which is why this ad for NetJets (which markets fractional ownership shares in private jets) grabbed my attention.

NetJets also runs TV commercials, which are posted on its Web site. The situations depicted include thoroughbred horse racing, top tennis championships, and pro golf tournaments. In other words, the ads showcase specific events that attract affluent consumers and professionals who might consider becoming a NetJet owner. Good marketing.