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A Brand Sees the Error of its Ways and Tries to Give Back

In: Building Brand Value the Playboy Way

Author

Listed:
  • Susan Gunelius

    (KeySplash Creative, Inc.)

Abstract

In February 1970, Hugh Hefner’s private DC-9 jet, named Big Bunny, took off on its inaugural flight from Chicago to Los Angeles. On board were a crew of Jet Bunnies and ten reporters in addition to the Playboy brand champion and a bevy of friends. The Playboy lifestyle had grown so big that the ground could no longer support it, and the party took to the sky. Inside the plane, a Playboy Club was born. The plane was designed to look like a flying apartment with a disco area, game area, movie area, music, food, drinks, and women. At a time when very few companies used private jets and even fewer individuals owned one, Big Bunny represented the epitome of extravagance, and it was just the first step in Hugh Hefner’s quest to position himself as a successful celebrity living the Playboy fantasy.

Suggested Citation

  • Susan Gunelius, 2009. "A Brand Sees the Error of its Ways and Tries to Give Back," Palgrave Macmillan Books, in: Building Brand Value the Playboy Way, chapter 0, pages 87-92, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23958-6_10
    DOI: 10.1057/9780230239586_10
    as

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