A classy mailing to c-suite executives sent enquiries flying

Mailing was retained across offices and boardrooms.
Klasjet’s classy mailing delivered exceptional results showing an uplift in enquiries.

Background

KlasJet is a Lithuanian airline specialising in exclusive private, corporate and group charter flights for the high-end business travel market. The brand wanted to showcase its luxury experience to one of the hardest audiences to reach: CEOs and senior decision-makers in large organisations, spread across multiple European markets.
The challenge was to engage this notoriously elusive audience in a way that could not be filtered by gatekeepers, deleted, or ignored. Mail was chosen as the ideal channel.

Solution

Working with their agency PSE AGENCY, Klasjet built a campaign strategy on two foundations: the power of physical media to capture attention and showcase luxury, and the intelligent use of data and logistics to ensure precision targeting across Europe.

Klasjet already held a list of target companies which PSE set out to both validate and expand. Using LinkedIn, company websites, and other public sources, they confirmed the exact locations of senior contacts across 47 countries and identified additional high-value prospects. This increased the target file by 65%, significantly broadening Klasjet’s reach without compromising quality.

With the audience defined, Klasjet set out to create a premium mailing that embodied their brand – something so beautiful it would bypass any gatekeepers and get right into the hands of CEOs. The solution was a coffee table book - designed not just as a marketing communication, but as an object of prestige.  The book was carefully crafted to showcase Klasjet’s luxury fleet and aviation services. It was perfect bound to give it weight and presence, signalling value from the moment it was picked up. The cover featured soft-touch finishes that encouraged tactile engagement, while gold foiling added a sense of exclusivity and sophistication. The photography inside was aspirational, capturing the elegance and comfort of the planes in a way that aligned with the lifestyles and expectations of the target audience.   

Equal care was given to the outer packaging, recognising it as the first point of contact. Specialist finishes and tactile print effects were used to build anticipation before the book was even opened. The format was deliberately sized to stand out from everyday mail and parcels, while remaining efficient to ship internationally.

Results

Klasjet’s classy mailing delivered exceptional results showing an uplift in enquiries.  It clearly demonstrated the power of well-targeted mail in reaching and influencing Europe’s most senior executives. 
The impact extended well beyond the initial response. The coffee-table book has continued to function as a long-term brand asset, retained in offices and boardrooms and acting as a constant, tangible reminder of KlasJet’s premium service.

Source: DMA Award Entry 2025, Mail