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Flexjet challenges status quo

May 1, 2008, Dallas, TX - Flexjet, the fractional business jet ownership program of Bombardier Aerospace, is launching an advertising campaign identifying private jets as tools that enhance productivity and quality of life.


May 1, 2008
By Carey Fredericks

May 1, 2008, Dallas, TX – Challenging the stereotypical perceptions of
private jet ownership as a frivolous extravagance of the wealthy, Flexjet, the
fractional business jet ownership program of Bombardier Aerospace, is veering
from the standard course of industry marketing and launching a new
multi-million dollar advertising campaign identifying private jets as tools
that enhance productivity and quality of life, not just glamorous toys for the
wealthy.
       
The new campaign, which launches May 1, 2008, is the first from Flexjet's
new advertising agency, Team One, a division of Saatchi & Saatchi. It speaks
directly to discerning affluents – leaders and entrepreneurs with a strong
work ethic and values rooted in the middle class.  Discerning affluents
appreciate good value, quality, authenticity, flexibility and productivity.
Gone are the perfunctory category images of opulent settings, privileged
jet-setters, blue skies and sunsets. In its place are incisive graphic images
with copy that speaks candidly about private jet travel and leverages
Flexjet's unique aviation expertise with "straight talk from plane people."
       

"Over the past twelve months, we conducted a series of in-depth studies
of our target audience," said Sylvain Levesque, Vice President, Marketing and
Administration, Bombardier Flexjet.  "And the research confirmed what we've
known instinctively all along: for the majority of our customers, private jet
travel isn't a glamorous perk, it's an essential tool. It's an investment in
productivity and their most valuable asset: time."
       

"This drove us to hone our messaging and gave us permission, if you will,
to speak authentically about our unique offerings in the category," added
Levesque, "including our aviation expertise, our exceptional level of service
and our high-efficiency achievements."
       

According to new research, almost 80 percent of today's wealthy
population grew up in middle class or lower income homes-bringing with them
middle class values. In addition, nearly 70 percent of high net worth
individuals have had their money less than 15 years. And the old stereotypes
no longer apply. In contrast to previous generations, they did not inherit
their wealth. They are independent thinkers who desire the best and look for
quality and authenticity that demonstrates discernment versus overt status.
They appreciate real and meaningful differences in the products and services
they seek.
       

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Throughout the new advertising campaign, Flexjet will highlight
efficiency and its aviation experience and expertise among its primary
benefits, including consistently maintaining one of the youngest fleets in the
fractional jet industry, with an average fleet age of 3.4 years. Every
aircraft in Flexjet's legendary fleet of Bombardier business jets – Learjet
40 XR, Learjet 45 XR, Learjet 60 XR, Challenger 300 and Challenger 605 – is
operated solely by Flexjet.
       

By virtue of its Bombardier lineage, Flexjet offers a century of aviation
experience with ancestry reaching back to Short Brothers Plc, the first
company to produce aircraft for the Wright brothers in 1909. The company's
operations recently recorded its best year ever in everything from on-time
performance, to flights considered "flawless," and earned the prestigious FAA
Diamond Award in 2007, the highest honor for maintenance training, for the
ninth straight year.
       

The new ad campaign is slated to run in print and online media, including Forbes, Departures, Helium Report and Barron's.

About Bombardier Flexjet

Established in 1995 and based in Richardson, Texas, Bombardier Flexjet
offers a turnkey program allowing individuals or companies to purchase a share
in a Bombardier business jet at a fraction of the full ownership cost. Flexjet
owners select the aircraft type that best fits their needs, determine the
number of hours per year they expect to fly, and purchase shares starting at
1/16th (equal to 50 hours of flying).
       

Owners pay predictable monthly management and usage fees, while Flexjet
manages aircraft maintenance, flight crews, hangars, fuel and insurance on
their behalf. Flexjet fields an exclusive family of Bombardier business jets,
including the Learjet 40 XR, Learjet 45 XR, Learjet 60 XR, Challenger 300 and
newly redesigned Challenger 605 business jets.

The Flexjet One program is an
aircraft management service providing owners who purchase a whole Bombardier
aircraft access to Flexjet's entire fractional fleet, cost savings and a
simple, worry-free solution to aircraft ownership. The Flexjet 25 jet card
program, operated by Jet Solutions LLC, provides travel-by-the-hour on the
Flexjet 25 fleet of Bombardier aircraft.