Bizjets Tools, Not Toys Says Flexjet

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Flexjet, the fractional arm of Bombardier Aerospace, says its appealing to the penny-pinching side of today's noveau riche by pitching private jet travel as a productivity tool. The company has started a new ad campaign aimed at the recently rich, most of whom grew up with meat and potatoes on the table and a Chevy (or Toyota) in the driveway. "Veering from the standard course of industry marketing, Flexjet's new multi-million dollar advertising campaign identifies private jets as tools that enhance productivity and quality of life, not glamorous toys for the rich," the company said in a news release.

The ad campaign was created as a result of a study that shows 80 percent of the wealthy grew up in middle or lower income homes and most have had their money less than 15 years. Flexjet says "straight talk from plane people" replaces romantic sunsets, opulent cabins and "privileged jet setters" in the ads. It also notes that it has added the new Challenger 605 to the fleet.