Promotion
How does a brand become a household word? For many, the road is expensive, paved with costly advertising campaigns and other promotional efforts. In the case of Learjet, however, the publicity was virtually free.
Ever resourceful — and running out of funds — Bill Lear invited celebrities to fly his new plane. A pioneer in product placement, he saw it featured in movies, on TV, in other brands’ advertising, and even in cartoon strips. Learjet aircraft toured with movie stars as they promoted their latest films. It ferried the rich and famous. It set new world records, and then it broke them.
Learjet became a household word by doing what it was designed to do: performing, excelling, and associating with the leaders and celebrities who embodied power, glamour, and prestige. A brand is an emotional property, representing real estate in people’s hearts and minds. Learjet’s share of this real estate will be forever claimed at 51,000 feet.
