Bradley Airport Solicits Shops

O’Neal & Prelle Agrees Not to Renew Contract
BOSTON–Arrivals are way up at Bradley International Airport with some 15 agencies responding to the client’s request for proposals by the cutoff date.
The airport in Windsor Locks, Conn., issued questionnaires in June for its estimated $200,000 advertising account, said Andre Libert, director of marketing and development at Bradley.
Hartford, Conn.-based O’Neal & Prelle, which penned the “Just plane easy” tagline for the state’s largest airport, had a two-year contract that expired in March.
In separate interviews last week, O’Neal & Prelle executives and Libert said the agency and client reached a mutual agreement not to renew the contract.
The shops now interested in pitching the account have until the end of this week to complete and submit proposals. A list of contenders is expected to be drawn up by the end of the month, Libert said.
In seeking a new agency, Libert said size is not a factor. “We’re looking for somebody who can do something as effectively as possible and as creatively as possible with as little overhead as possible,” he said.
The winning shop will be expected to create a public relations campaign in addition to print, radio and outdoor executions, said Libert, who added he would also consider advertising on cable TV.
Agency sources said the assignment is to promote Bradley’s new terminal and position its air facilities as an alternative to T.F. Green Airport in Providence, R.I. RDW Group in Providence handles advertising for T.F. Green, which spends an estimated $100,000 on ads annually.