Michael Wong relaxes on board a G450

Above and beyond: L'Voyage film sponsorship targets Asian audience

Hong Kong brokerage L'Voyage is embracing the world of celebrity in order to promote and encourage the growing trend for private jet trips among the Asian super-rich. Interest is growing among HNWIs for family flights overseas and L'Voyage is targetting this growing pool of billionaires. Founder and chairman Diana Chou says: “When our clients fly overseas for family holidays, they usually combine it with property and college tours, even medical tourism. In addition to preferring the convenience of making multiple stops of their choice, they often have requests that commercial airlines cannot accommodate such as special medical assistance, dietary restrictions and security arrangements. Sometimes they want to take their pets along with them, which we are more than happy to accommodate, whenever possible.”

But progress has not always been entirely straightforward. While China is seen as the next frontier of growth for the private jet charter industry, it is not an easy market to break into. Chou continues: “It takes an understanding of the Chinese ultra high net worth customer's mindset and of local market regulations, some of which are not as developed as in the west.” To which end, L'Voyage teamed up with celebrity actor and heart throb Michael Wong in Hong Kong, to showcase the sky-high high life in a special video. Together with his wife, supermodel Janet Ma, and daughter, fashion icon Kayla, Wong is filmed on a G450 enjoying a private celebration, relaxing, smoking a cigar and practising golf.

L'Voyage sponsored the entire shoot, which took place at the Shenzhen Bao'an International airport in southern China, and arranged airport approvals and transport for the crew and film equipment from Hong Kong to Shenzhen. Altogether the shoot itself took six hours, two of which were spent on preparation and equipment set up, but this was preceeded by weeks of preparatory discussion where Chou and Wong conceptualised the video content.

Chou explains: “The majority of new customers on the mainland are self-made billionaires who did not grow up in a culture where taking private jets is the norm. The video is one way L'Voyage hopes to bring potential customers a step closer to the real experience. Success in China requires a concerted investment in relation-ships, as well as the ability to spot new markets. Our team promotes private jet travel beyond business utility to include special interest travel for Chinese customers. They like high-end medical and wellness tourism, property scouting and pet travel as well as art, golf and hunting expeditions, some of which are rather unique to our Chinese clientele.”

Why Wong? Well, two of his passions, outside of work, are his family and flying. As an avid aviation enthusiast he first earned his wings in Canada. Today, he is qualified to fly the Bell 206, Bell 429 and MD 500 rotorcraft. He also helped kick-start the first regular flying programme with the Hong Kong Air Cadet Corps for young aviation enthusiasts in 2000. “We are proud to partner with him,” adds Chou. “He is the perfect ambassador for us with his love for flying and instant celebrity recognition in Asia.”