Launching a mythical airline meant we had to stay in character 100% of the time. You could book a flight (strangely they were always booked), join their miles program and vote on the sexiest hostess. YES, this was a very different airline. LynxJet.com gave access to member rewards and entertained as much as built involvement with the brand.658,000 unique visitors (6.6% of the male population of Australia). Discussed on weblogs globally. LYNXjet achieved a 14.2% market share increase to 84.5%. The cornerstone of the campaign being the site.