Playboy’s
Big Bunny jet
The Challenge
Playboy aimed to debut their newly minted BIGBUNNY private jet on the luxury market while nodding to the original aircraft that was a staple of the brand’s ethos during the 1970s. The Brand Agency was tasked with getting the right eyes on the plane and positioning it as a modern “mansion in the sky” alongside its accompanying lifestyle brand, a new venture for Playboy.
data-driven results
OVER 384 MILLION MEDIA IMPRESSIONS
In an effort to nod the original plane’s pillars of being part of the luxury jet set lifestyle, we decided to offer an exclusive first look at BIGBUNNY up to a tier A outlet with subsequent highbrow press to follow. These pitches detailed all the special aspects of the aircraft and related them back to Playboy’s new BIGBUNNY brand.
With the help of The Brand Agency, Playboy was able to debut BIGBUNNY via an exclusive first look with their first choice outlet, Architectural Digest. The aircraft and accompanying lifestyle brand also received coverage from tier 1 publications like Forbes, Vogue, Business Insider, HYPEBEAST, AdWeek, The Hollywood Reporter and beyond. The launch was considered a complete success by all stakeholders and resulted in the plane garnering attention from celebrities like Cardi B., Pamela Anderson and more.
