Deliver Magazine

The launch of EmptyLegMarket, an online clearinghouse for unsold segments on private jets, captured the industry’s attention with a unique direct mail campaign. Schwartz’s group purchased hollow mannequin legs, decorated them with small jets and the company’s URL, and mailed them to 30 private jet operators. The legs kicked doors open. “Recipients told me they couldn’t stop laughing,” Schwartz says. Forty percent of the list registered on the site after receiving the empty legs. The mailing generated trade media publicity, too.