Relaunching Wings Over The World

For 60+ year-old global luxury tour operator Abercrombie & Kent (A&K), pitches tend to land easy. With a strong industry reputation as a leader in small group journeys, luxury expedition cruising and private jet journeys, readers of this entry may be thinking “sure, tough sell”. But for one product type, it hasn’t been that easy. Enter A&K’s Wings Over The World (Wings) itineraries. Not to be confused with its Private Jet offering, Wings itineraries feature intimate executive charter jets that bring guests seamlessly from one destination to another, bypassing major flight gateways. But without the ability to host media to experience the difference firsthand, pitches around the product fell flat, year after year. And, as if a sign from the heavens, we were granted the chance to fly a few select media on a short, custom itinerary to taste the experience. To ensure strong ROI, LDPR needed to target the hyper-niche media that truly reached a demographic that would book one of these trips (i.e. average net worth of $3+ million).

Results:

• Secured 9 feature-length placements including an 8-page spread in Worth Magazine, Harper’s Bazaar digital & social media takeover, print & digital feature for Luxury Travel Advisor, and Travel + Leisure.

• A&K’s sales team noted that their Europe Wings journeys are already up 25% in guests currently (2 months after the stories ran) compared to the same time last year, in an environment where 2025 sales in general are lagging in pace.