The three-year-old marketing network, comprising 60 plasma-screen monitors and about 200 backlit, static billboards in private-jet terminal lounges, extended its reach to 20 additional locales in February, including Santa Monica and Palm Springs, Calif.; Phoenix; Dallas; Houston; Boca Raton, Palm Beach and Fort Lauderdale, Fla., and San Juan, Puerto Rico. Monthly ad rates run from a minimum of $1,000 for two minutes of digital screen time per hour — time that can be combined into longer intervals each day — up to $7,500 to command a static, 40-inch-by-60-inch billboard.
Not the cautious type, Gollan predicted new advertising will find its way to the Luxus locales from Universal's Elite Traveler title. His work is cut out for him in the fashion sector, one he called "undersold," where Louis Vuitton is the main advertiser in the group of private jet terminals. Current Luxus clients also include Mikimoto, Mercedes-Benz and Barclays. Oracle Corp. recently bought the billboards at a private jet terminal in San Jose, Calif., to mount a presence near its headquarters, according to the Luxus owner.
Elite Traveler content will begin to air in April on the 60-screen network — which is slated to expand to 100 screens by June. (The print edition of Elite Traveler is distributed free at the jet terminals in which Luxus is established.) And the quality of ground travel at Luxus-connected terminals could be improving: Private jet-setters paying $5,000-$10,000 an hour in flight may soon be shuttling to and from their cars in something other than the "beat-up vans and golf carts" they usually hop, said Gollan, who noted he is in talks with a new provider. — Valerie Seckler