Maxjet Touts Business Class, or Is It Media Class?

It wasn't enough that upstart Maxjet Airways Inc. offered members of the news media a free lunch of salmon or beef tenderloin (take your pick) on a recent afternoon.

The media types who gathered at the Palm restaurant in the District were handed a goodie bag as they walked in for the event promoting the all-business-class airline's new service, beginning March 15, from Washington Dulles to London's Stansted Airport.

But wait, the 18 journalists from publications in Washington and as far away as London, were told. Don't open the bag right away. Save the surprise.

Over lunch -- there was salad to start and cheesecake to finish -- Maxjet chief executive Gary Rogliano spoke about the future of the privately owned Dulles-based carrier, which was launched in November with a flight from New York to Stansted.

Then he revealed the goodie: a letter from Rogliano offering two free round-trip Maxjet tickets.

"We are confident that you will enjoy our friendly service, our gourmet four-course meals and our boutique wine program," the letter said. "Welcome onboard MAXjet. We look forward to seeing you soon!"

Many news organizations, including The Washington Post, do not allow their employees to accept such freebies. But Maxjet spokeswoman Jean Swindell said some journalists -- she didn't name names -- seemed "thrilled" to receive the gift. Maxjet tickets are priced from $750 (a sale fare from New York) to several thousand dollars each for a round trip, depending on which flights are chosen.

Several dozen other journalists received the same ticket offer last fall, Swindell said, at a media luncheon at the V Steakhouse in New York. She said several of those who attended already have used their tickets.

The freebies were offered, she said, because "Gary Rogliano feels that to really understand the airline, you have to experience it." Preferably for free.

-- Bill Brubaker