CLIENT
AirTran Airline
Tad Hutcheson, Dir. of Mktg.
Samantha Johnson, Advertising Manager
Nikkole Wyrick, Promotions Manager
Heather Johnson, Manager of Internet Strategy
AGENCY
Scott Wild, Creative Dir.
Bill Blaha, Media Dir.
Dick Salyer, SVP
Julie Sheridan, VP Management Supervisor
Rich Mules, Account Supervisor
Rory Dominick, Account Exec.
SUMMARY
As discount airline AirTran geared up to battle Delta for its lucrative Atlanta -- Los Angeles route, JetBlue showed up. And Delta dropped its prices. So instead of one full-fare carrier, their were two low-priced competitors. And AirTran with the minimal launch budget that their operational model demanded. A real challenge. With the belief that -- if we fly them out to LA, we'll fly them back -- AirTran was able to avoid fragmenting its funds in the expensive LA media market and to concentrate instead on travelers originating in Atlanta and feeder markets. Coupled with creative that spoke to an entrepreneurial business audience, this effort allowed AirTran to fly planes with loads well above break-even from day one.
