To celebrate the launch of a client’s private 5,700-foot jet strip (the longest in the Caribbean), FORMO had the opportunity to create a rich media ad campaign in an exclusive sponsorship on WSJ.com. The campaign featured several unit sizes and drove tremendous activity to a landing page which allowed users to explore in more depth. The campaign also incorporated one of FORMO's precision-guided missiles: the variable data marketing campaign. Built on FORMO's database which includes detailed marketing data on the owners of private jets in the US, we targeted each owner with a direct mail piece designed specifically for them. The direct mail piece contained a call to action which provided a personal URL for each person. Response rate was in excess of 30% on a direct mail campaign with clearly identifiable metrics on each and every click. We knew who received, read and clicked on the site. Those highly qualified leads were provided to sales people and in many cases the prospective buyer was contacted within minutes of clicking on their personal URL.