Before Eos Airlines introduced its 757s outfitted for just 48 passengers, premium international air travel was designed preferential treatment and special access. But it did not change their fundamental displeasure with air travel. Crowds.
We recognized that premium business travelers embrace a lifestyle of high performance and control. They seek out connections wherever they go. The exception is when they travel. Instead, they develop a protective shell and a combative mindset in order to fight the masses and get through to their final destination.
The airline industry believed that adding premium services and amenities to lounges and cabins would make travelers happy. Adding just managed the pain by creating small respites from the hassle and stress of the overall experience. Subtracting was the cure. In fact, the real solution was this — eliminating the crowds made all aspects of the travel experience all together different and better.
Michael was Creative Director/Art Director and Stephen was Creative Director/Writer on this at Mullen Boston, MA