What are advertorials?

Advertorials are adverts that look like editorial content, and are placed alongside regular editorials in online and print publications. They're also known as sponsored content or native adverts.

What's so great about them?

Using advertorials is a great way to present your services and products in an easier to digest way. This is a soft-sell approach which, if done correctly, is an opportunity to engage new customers in an authentic way.

Your audience will be broad, but if you choose the right publication and make the content relevant to the reader, you will hook new customers by giving them something they want to read, and provide solutions they are looking for.

Let's back this up with some research

A study by research company Nielsen found that readers felt that advertorial content was interesting, exciting and natural. Plus, branded stories reported 77% brand recall. (source)

IPG Media Lab and Sharethrough also showed that in a study of 4,470 participants, customers look at advertorials 52% more frequently than banner adverts. Plus, 71% said they "personally identified with the brand" after viewing an advertorial. (source)

How to craft effective advertorials

Define your objectives: As with all advertising and marketing you need a clearly defined objective. What do you want this advertorial to achieve? It may be to educate people on your products, talk about a problem you solve, give an insight into your goals, showcase your brand personality or just inspire people.

I've worked on advertorials that have been crafted to inspire people to travel with in-depth resort and destination guides. I've interviewed senior executives to showcase the passion and expertise a company has in a particular field, and I've worked with companies to show how they are reacting to climate change and other issues we are facing.

Choose the right publication: If you choose an online or print publication which your customers, or potential customers, will be reading you have a great chance of getting the engagement you need. It also has to be a publication that aligns with your brand values.

Find a hook: Like all editorials you need a hook. Your content needs to draw the attention of the reader. Tell a story, offer up a puzzling fact, ask a question, challenge your readers' preconceptions, and give them something to think about.

Make the most of the space: It's not going to be cheap, so use the space wisely. Make sure the headline and call to action are clear. Use high quality images that mirror the quality of the rest of the editorial content. Make it look as interesting as the rest of the publication, but make sure the article is clearly labelled 'advertorial' so not to mislead.

The whole point of an advertorial to be authentic. The days of shopping-channel-style copy is gone, thank goodness. If it's relevant, honest, adds volume by telling your reader something they want to know, and isn't a hard sell, then your advertorial will get you great results.

An example advertorial

Here's an example below of a recent advertorial I wrote for Private Jet Charter, which I hope will show you how advertorials can work for your business.

Email me at dianne@bluebookcreative.co.uk to discuss how we can work together to create an engaging advertorial for you, that will give you the conversion you need.

The objective of this advertorial: To talk about how flying private is a great choice during the pandemic when charter airlines have had to reduce their schedules.

The publication: This piece appeared in International Banker, a publication read by PJC's clients.

The hook: You can fly and see the world despite restrictions and it's not just for business as families are realising it's cost effective and cheaper.

Making the most of the space: This advertorial is written as an interview, and was complimented by beautiful photography which matched the quality of the rest of the publication.

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For business or pleasure - why private jet charters are riding high in 2021

As the reality of life with Covid-19 sets in, more people are turning to private jet companies as a low-risk, hassle-free, flexible alternative to traditional commercial airlines, and it doesn't just make sense for businesses, as families are getting in on it too.

Hugh Courtenay, owner of Private Jet Charter, has been a pioneer in the industry for over 30 years and has seen new trends since the pandemic began.

"A lot has changed in the aviation industry since spring 2020. Commercial air travel has plummeted in the pandemic, as airlines slashed their schedules and reduced their routes, and it has presented an opportunity in the private jet industry. At Private Jet Charter we've been able to pick up the demand by focussing on exactly what our clients want."

Although the aviation industry remains resilient, Ryanair cut a third of their network in winter 2020, while Easyjet is currently running at 25% capacity. Heathrow, the second busiest airport in the world for international passenger traffic, saw a 88% fall in passenger numbers in summer 2020.

So what makes private jet charters different?

Covid-19 safety

"When people think of the benefits of chartering a private jet, many advantages spring to mind such as convenience, privacy and luxury, but there's another significant advantage, and that's safety. People who have never flown private before are coming to us because they know flying with us means less risk."

"A normal commercial flight contains up to 700 points of contact, from check-in to arrival, whereas it can be as little as 20 with charter flights. There's no queuing for our passengers at baggage claim, check-in or at boarding, we use private terminals where there are significantly less people, and once aboard the aircraft our passengers don't have to share the cabin with anyone else. Like all aviation experts, we've taken this pandemic very seriously, and we're able to fully disinfect the cabins, and we ensure crew and pilots are regularly tested."

Reactive, faster and flexible

But it's not just the safety aspect that's attracting clients, as Hugh explains. "At Private Jet Charter, we're a team of highly-trained experts and we use the most advanced technology to give us an edge over the competition. This means that we can react fast to changes in restrictions, and contact hundreds of different aircraft types and owners in a matter of seconds."

"People who are worried about being able to get on a commercial flight, now have the opportunity to fly private at short notice, and the best bit is that they can leave all the details to us. Since the pandemic began we have flown many clients to destinations before restrictions are put in place, or immediately after restrictions have been lifted."

With over 50,000 aircraft at their disposal, Hugh and his team are able to make last-minute changes and arrange flights within two hours. Plus, flight times are significantly reduced too.

"Jet charter flights are subject to the same restrictions as commercial airlines, but we can fly direct to airports that commercial airlines can't reach, so you can get closer to your destination quicker without having to take lengthy connecting flights."

"Some destinations remain challenging due to continuing restrictions but we're on top of all the latest updates, and we feel we're best placed to inform our clients and get them to where they need to be, without them having to worry about the details."

Business and pleasure

Businesses still need their CEOs and employees to travel, despite the decline in conferences and sports and entertainment events. Many firms, who don't want to risk travelling with commercial airlines for fear of compromising safety, facing delays or cancellations, are taking advantage of private charters, and it's proving cost effective.

"Working from home and conducting business by zoom, isn't always viable. We fly some of the world’s top business people, executives and teams by private business jet, this is where we truly shine. We ensure a flawless travel experience whether it's a multi-sector trip, a last-minute business meeting or frequent corporate charter trips. We guarantee that no matter how short notice, we can get our business clients to where they need to be, as our team of experts is on hand 24 hours a day."

"Executive airliners are the crème de la crème of the private jet charter world, and many come equipped with business and conference centres, lounge areas and private suites ideal for conducting business in the air. If you are looking for safe reliable travel, flying private is the way to go."

It's not just businesses that are feeling the benefit of private flights. Families are increasingly looking at private jet charters.

"Families are seeing the advantages of 'bubbling up' with family members or other families as a way to share the cost and travel together to go on vacation. They can bring their pets without having to worry about the arrangements, and they can avoid queues and fly direct. It's the ultimate in risk-free travelling.”

More affordable

"Private aviation is becoming more affordable. One of the ways we offer great prices is by using empty legs. If you are flexible with your flight dates, and you need a one way flight, chances are an empty leg flight is ideal. You save you up to 75% of the usual cost of a private jet charter."

"At Private Jet Charter we go that extra mile to offer great value for money. All our prices include taxes, where applicable, use of private jet terminals and VIP airport lounges, transfer to your aircraft by luxury vehicle, superior catering including a choice of menu and even a full complimentary bar including wines, spirits and Champagne."

Hugh also knows that his customers are busy planning ahead, and has introduced two memberships cards, as well as the Ariva Reward Card where points mean spa days, vouchers and theatre tickets.

"We have always been committed to finding the very best rates based on the type of travel our clients need. With our Avier Card our clients can purchase a block of hours in advance which means they only pay for the time they are on the aircraft. Perfect if they want a fixed price for their flights."

"Alternatively, we are the only private jet charter company to offer a members' card where you can add money instead of accruing hours. The Avier Plus Card ensures that they get the best deal on the day, and won't pay for time spent on the aircraft if there are delays."

Responsible travel

"I think as we are able to travel freely again," reflects Hugh, "people may fly less but to more adventurous destinations, and they will be more focussed on staying safe and flying responsibly."

"We're committed to responsible travel and we encourage our clients to offset carbon emissions through the Carbon Passport Plan. By purchasing Certified Emission Reductions (CERs) that equal the carbon produced, our clients are funding the reduction of carbon emissions through alternative projects, so your flight can effectively be carbon-neutral."

Travel by private jet charter has come a long way from simple luxury, to a reliable, safe and flexible way to travel for business and pleasure.

"Our message is that private flights are available, despite restrictions. At Private Jet Charter we offer a hassle-free convenient service where we take care of all the details despite ever changing restrictions. We're flexible, so we can work to your schedule and it's not as expensive as you may expect. In a lot of cases you can save time and money. This pandemic can't stop you from seeing the world, so why not fly safe and fly private with us?"

Learn more at privatejetcharter.com