“Movement” is both the name of this new company, and also terminology used within private transportation to describe a journey i.e. “A movement from Cannes to Los Angeles”. This company will act as brokers for private individuals movements. This could be by any means of transportation, with a focus on private jets.
The world of Private Aviation is immensely polarising. It is cheap to those that can afford it, and very expensive to those that can’t. In order to understand this world, one must commence a brain transplant, and imagine a world where money is no object. Actually owning a plane is becoming less and less appealing, no matter how wealthy you are. The logistics, flying hours and time spent maintaining the plane means leasing a jet offers more flexibility for those with a hectic, jet set lifestyle.
Value doesn’t sit with the cheapest option. Rather with the option that represents true quality. Quality is a given when it comes to the jets themselves. But the brokering of these jets is currently operated by people who don’t necessarily have a dependable record in precision logistics or client services, but are a necessary evil because they remove the complications of going direct to the jet owners (and offer substantially preferential rates). G&J are putting the integrity into jet brokerage. As retired Captains from The British Army they are highly trained, utterly reliable, and no strangers to delivering solutions for highly prized cargo. Twinned with the decade of industry experience of [x], they’re uniquely placed to deliver dependable private jet brokerage.
AUDIENCE: Ultra high net worth individuals, for whom flying private is the norm, assume luxury, and expect perfection.
(It’s worth remembering, however, that the one’s who actually book the jets through the broker tend to be the PA’s. They want a firm that their boss will approve of. They also want an easy life, and to be treated with respect. The odd perk doesn’t go amiss either.)
ROLE FOR COMMS: Present “Movement” as a mark of absolutely quality. Luxury should be assumed, and the brand should be perceived as entirely trustworthy.
PROPOSITION: Uniquely dependable
REASON TO BELIEVE: We have been entrusted with the precision planning of military operations,
The safety and wellbeing of those who serve,
And the private movements of The Royal Family.
Twinned with years of PJ industry experience.
Ultimate benefit: Certainty….
Certainty of quality / reliability / integrity / discretion.
HOW SHOULD WE SAY IT: Confident, clipped and precise with an air of exclusivity (“we work with a small selection of private clients in order to be able to deliver absolute quality”).