7Th Floor scoops Maxjet business

The newly launched transatlantic business class airline Maxjet has appointed the 7th Floor Consultancy to its advertising business, along with AW Media to handle its planning and buying. It is not clear whether the agencies had to pitch for the business, worth an undisclosed sum.

The new airline offers a “low-cost business class” service between Stansted and John F Kennedy airport in New York, and it will begin its service on November 2, flying between the two cities six times a week.

The company, which is based at Washington Dulles airport, will offer one-way business class fares aboard its 102-seat Boeing 767 from &£599. British Airways 767s carry up to 215 passengers.

Next week a similar airline called Eos, set up by former BA strategy director David Spurlock, will begin a similar service between the same two airports.

Eos will offer 48 luxury flatbed seats on board a fleet of Boeing 757s, which usually carry 180 customers, for a return fare of $6,500 (&£3,700), equivalent to business class fares on board an ordinary plane. It is offering return flights for $5,000 (&£2,850) as an introductory offer. The airline’s maiden flight will take place on October 18 and it will offer a twice-daily service across the Atlantic.

Aviation authorities have approved both companies.

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