Who is your client and what are its media goals?
Ariane Romano: Talon Air is a Farmingdale, NY-based on-demand, luxury jet charter company that owns and operates 15 aircrafts. It came to us recently looking to highlight its growth, as well as boost brand awareness among luxury travelers.
What made the High Net Worth segment such a good hit? How did you pitch show producers?
Romano: High Net Worth is geared towards an affluent audience. It aims to educate viewers on how to extend their wealth, which made it a great target for Talon. Our agency had worked with the show weeks earlier on a Valentine's Day gift roundup segment that included Talon. We dealt with a freelancer for that segment, but show producer/ on-air host Wendy Furrer later called us with an idea for a story on ways private planes can be used when not in the air. We immediately offered up Talon and its CEO/founder Adam Katz.
Furrer ended up shadowing Katz for several days. Was that a challenge?
Romano: No. Logistically the timing was perfect because we had several planes available for shooting. [Katz], who is a licensed pilot, decided to take [Furrer] and her crew into the air for more unique footage, an experience that helped prompt her to scrap the original idea for the segment and instead focus only on Talon.
Did you media-train Katz for this segment? What other information did you provide to help clinch this placement?
Romano: [Katz] is not only very personable, but also knowledgeable and passionate about flying, so all we did was go over some key message points. We also provided [Furrer] with additional b-roll, celebrity client names, and examples of extravagant amenity requests.
What was the impact of the hit?
Romano: Within 24 hours of the segment airing, Talon began receiving calls from both new and existing clients, so they were really thrilled with the placement.
Name: Ariane Romano, VP, Susan Magrino Agency (New York)
Placement: CNBC's High Net Worth, March 2
Timeline: Two weeks