Our campaign objective was first and foremost to enhance client retention, while breaking assumptions served us to create long-term brand recognition and support sales growth.

Choosing a wellness campaign to achieve our objective was driven by the popularity of wellness today. According to McKinsey, the global wellness market is worth $1.8 trillion. Its newest evolution, longevity, is making headlines everywhere. Today, 82% of UHNWI consider wellness a priority. Combined with the fact that jetlag affects up to 70% of travellers and that constantly changing time zones can lead to chronic loss of circadian rhythm, we identified an area where we can have a considerable impact on the lives of our clients.

And these stats matched our first party data: the one we collect by observing our clients on every flight.

For our Members, flying can either set them back – or set them up to be at their best.

In our aim for excellence, we researched all the ways to benefit the minds and bodies of our clientele to create a bespoke 360 wellness program – the first in aviation. Collaborating with leading brands worldwide, we created pre, post and in-flight solutions that are unheard of – and needed today more than ever.

The VistaJet Wellness program is designed to get closer to the customer, through personal and personalised services that hit the core of their experience with us. Instead of creating something additional, we set out to integrate our clients’ real habits into our product – to provide them with a truly seamless service.

Integrating with an existing pattern of preference, our wellness program supports the unique rhythm of each client to provide a truly tailored service.

VistaJet’s mission is to find new and authentic ways to innovate the private flying experience.

Whilst the public tend to only see the milestones of our clients – awards, fame, business success – we know most of their life is lived between those milestones.

Responding to this demand for life supporting solutions, we curated the first and only 360 wellness program in aviation – transforming an ordinary flight into an extraordinary opportunity for recovery, with tailored pre-, during and post-flight experiences.

The campaign revolves around a curated, comprehensive menu of options, tailored to every client’s preference and requirement. To fit seamlessly into the fabric of our clients’ lives, we offered an integrated service that precedes and extends beyond the flight. In partnership with world leading experts in wellness, we encouraged clients to discover new perspectives of wellness on board and at destination.

Pre-flight:

• Complimentary consultation with VistaJet’s in-house nutritionist to personalise menus, supporting client lifestyle, goals and dietary requirements.
• In-flight menus to relax, rejuvenate, re-energize.

On board:
Partners and experts in brackets.

• Noise-cancelling headphones (Bowers & Wilkins).
• Meditation/guided breathing audio (Headspace).
• Full beds, hypoallergenic duvets and pillows.
• Adjustable ergonomic seats (Bombardier).
• Aromatherapy scents (de Mamiel, Vitruvi).
• Herbal teas (JING).

On board:
In addition, on longer flights up to 17 hours.

• Guerlain Paris Orchidée Imperiale skincare.
• Pûr Air system.
• Soleil lighting system, reducing jetlag.
• Zero-gravity seating position.
• Reduced cabin pressure (4,000ft), reducing inflammation.

Post-flight:

• Post-flight wellness guides by Dr Jordan Shlain and Private Medical.
• Wellness destinations (and partners):
  • Bhutan and Nepal (Pelorus).
  • Costa Rica (Hacienda AltaGracia, Auberge Resorts Collection).
  • Ibiza (Six Senses Rosebar).
  • India (Wellness Circle by Taj Hotels).
  • Qatar (Zulal Wellness Resort by Chiva-som)
  • Maldives (Joali Being Bodufusji).
  • Peru (Sacred Valley).
  • Sweden (The Luminaire).
  • Switzerland (Clinique Nescens).
  • USA; Mexico (Abercrombie and Kent).

Post-flight:

• Over 20 different medical techniques experienced directly at the source, globally, crossing diverse cultures, geography and practices including:
  • Wim Hoff technique.
  • Biohacking (hot/cold therapy, ozone therapy, hyperbaric oxygen therapy).
  • Cryotherapy.
  • Temazcal.
  • Curanderismo.
  • Watsu.
  • Lymphatic drainage.
  • Maderoteria massage.
  • Mangal snān.
  • Cranial osteopathy.
  • Tai chi.
  • Cacao ceremony.
  • Vinothérapie.

• • Meditation (Buddhism Tibetan; Mayan meditation; ecstatic dance).
  • Breathwork.
  • Sound healing.
  • Natural saunas.
  • Energy healing.
  • Bhutanese hot bath.
  • Ayurveda.
  • Yoga.
  • TAIM (Traditional Arabic and Islamic Medicine).
  • Native Blue clay treatment.
  • Herbalism (various).
  • Energy healing (Reiki, acupuncture, touch therapy, EFT tapping, somatic, crystal healing, chakra balancing).

The campaign was delivered to our clients via direct mailing and one-to-one consultations before, during and after the flights. The program was also amplified via a global PR campaign.

The launch included: press release and interviews, hangar events with experts, a trip in Dubai and Qatar to experience the full service, digital advertising, partners amplification on newsletters and social, owned channels, prospecting emails, down to one-to-one calls with clients to present the service.

Instagram was chosen for its visual storytelling strength, Instagram enabled us to showcase the luxury, wellness-focused service experience through engaging video and imagery, supported by CRM and behavioural targeting and partner collaborations. Using LinkedIn allowed us to utilise our CRM datasets to build niche audience profiles and and interest-based segments to target. By combining our CRM data with paid media platforms native targeting tools, we ensured the campaign messaging remained highly relevant and timely.

In addition, all our partners reposted and amplified the story, increasing the visibility of the campaign tenfold, while adding credibility and trust to VistaJet’s core story.