San Francisco-based private aviation services company XOJet is changing the focus of its aircraft charter sales effort from “wholesale to the end user,” senior vice president of sales Gregg Slow told AIN on Tuesday. The majority of the company’s business has previously come from wholesale sources, such as brokers, he noted. To gear up for this initiative, XOJet tripled its sales team over the past year for more interaction with individual consumers of business aviation, among other things.

Marking its largest media investment to date, the company also launched a new advertising campaign this week that is focused on the passenger. The Take Command campaign presents five slogans called “rules of command” to illustrate the importance of meeting the unique needs of clients. It will appear in major print and digital outlets, including The New York Times and The Wall Street Journal through May.

The objective of the Take Command campaign is to increase XOJet’s brand awareness among those who are considering private lift.