G650 ANNOUNCEMENT DIRECT MAIL​

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In 2008, Gulfstream announced what was to be their first clean sheet aircraft design since the 1950’s. This plane was designed to be the fastest, largest and furthest range of any business jet, and today, it is. This invitation to own was shipped to a hand-picked group of 300 ultra-high-net-worth individuals. Coordination of all elements had no room for error. The direct mail had to arrive ON April 13, so that customers could wire deposits on April 15 to get a coveted place in line for a limited number of G650s.

 

The brochure, interior planning guide, letter, pricing sheet, letter of intent and instructions to purchase had to be packaged in a way that elevated this announcement to the level it deserved. Covers were blind embossed, foil stamped and an illustration was inset by hand. The paperwork was placed in a Reich shine die cut, foil stamped and embossed holder. The box was custom built and wrapped in metallic fabric, then foil stamped with the logo. A stamped and embossed belly band encircled the box.

 

More than 100 customers signed up and wired deposits on April 15 totalling more than $1 billion. Subsequently, it was cited this as the most successful product launch in aviation history.