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Advertising to the super-rich: Posters for plutocrats

August 2, 2013 at 4:54 am | News Desk

IF YOU doubt that “the rich are different from you and me”, try visiting a private-jet terminal. One group waiting to board at Farnborough airport near London recently was a family of three generations and five dogs, who would enjoy more in-flight pampering than any economy-class passenger could hope for. Passengers do not linger long: 15 minutes or so before boarding. There are no duty-free shops. But it would be a pity not to tap into these travellers’ deep pockets as they pause between limo and aircraft: if you cannot sell, at least you can market.That is the ambition of Adlux, a Swiss firm that runs ads in private-jet terminals, perhaps the most rarefied form of “out-of-home” advertising, a category that includes billboards and bus-shelter posters. The richest 0.5% of the world population owns half the wealth, its brochure cheerfully notes (actually it is nearer one-third), and 1m people fly by private jet each month. Before boarding they are in a “completely captive environment” with few distractions, says Lisa Rokny, an Adlux executive.Mounted above the coffee station in Farnborough, a screen shows a silent video. Pastimes that the rich are presumed to enjoy (polo) are interspersed with ads for things they might buy (luxury watches and private-banking services). Adlux’s video loops, illuminated posters and product placements appear in 83 terminals worldwide. Clients…

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The Economist: Business

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