26 | BU S INE S S A I R P O R T INT E RNAT I ONA L J U L Y 2 0 1 9
“The win for us is
in doing something
that adds value for
our customers”
a company. A photo on Instagram showing a
branded private jet, for example, could equate
to thousands or even millions of dollars of
new business.
“Strategic commercial partnerships
raise awareness of our value proposition
to prospective customers,” says Airshare’s
Andy Tretiak. “In our case, they promote
how Airshare plays a key role in managing
a demanding schedule while maximizing
efficiency and maintaining a customer’s
desired lifestyle, both personally and
professionally. They also provide us with a
platform to showcase why we are different to
our competitors within private aviation.
“Commercial partnerships should
always be considered based on their
strategic fit with your brand, not due to
their popularity or affinity among key
stakeholders. You have to be able
and willing to put resources behind
the activation of the partnership to
generate a true positive return on
investment.”
Signature’s Shawn Hall agrees,
noting that finding the mutual win is
the most vital step when considering a
new partner deal.
“The most important win is that it has to
be good for the customer,” he says. “If our
passengers and customers are happy then
that’s great for our network. If you find a win
for yourself and for the third party also, then
you’ve really hit the jackpot.”
C O M M E R C I A L P A R T N E R S H I P S
and enhance
our passenger
experience.”
The co-branding
with Nexus is the first in
a series of partnerships
Signature is planning, with
more set to be announced
later this year.
Pick your partner
Choosing the right type of
commercial partner is crucial. It is
important that a partnership is mutually beneficial and that
each company complements the other’s brand
ethos. Without the latter, a customer can
become confused about what a company is
really offering.
We take a very critical eye on brand
DNA,” says Hall. “When deciding on a
partnership, we consider whether we
have the same brand values and
consumer facing goals.
“The brand has to have the same
DNA and that’s when you can get into
the magic of creating value for customers
and each brand getting benefit.”
Finding the value?
Guaranteed exposure is a key benefit for
charter companies entering commercial partnerships.
When a partner is a high-profile individual or has a global
customer base, sharing images or anecdotes linked with the
partnerships on social media provides instant exposure for
Above: Luxaviation’s Challenger 350s are
regularly put to use ferrying musicians from
gig to gig when on international tours
Above: The Nexus Luxury
Collection’s club rooms
offer spaces for high-wealth
individuals to meet and relax