Eisner Zeroes In on Philly Flyers

Eisner targets Phila-delphia travelers in its first campaign for US Airways.

The Baltimore shop’s advertising, which includes, print, radio, direct and out-of-home messages, kicks off this month and is expected to run through next spring. Campaign spending is undisclosed.

Annual billings have been estimated at $20 million. Television advertising, originally slated to be part of Eisner’s efforts, is not part of the schedule at this time.

Print advertising is set to appear in daily editions of the Philadelphia Inquirer and regional runs of magazines such as Time, Newsweek and U.S. News & World Report.

“Philadelphia is a key strategic opportunity for US Airways,” said Eisner account supervisor Rachel Seba. “It’s a gateway to a lot of destinations in this country, the Caribbean and Europe.”

Other target markets, Seba suggested, have not yet been determined. All told, US Airways services more than 250 cities.

The kickoff campaign, tagged “We are Philadelphia’s wings,” focuses on both business and leisure travelers. Ads are built around the benefits of the Arlington, Va.-based airline’s nonstop service.

A round of retail advertising will tout the carrier’s low fares.

Other executions are directed at Philadelphia’s Hispanic, gay and lesbian populations.

Hispanic ads, tagged “Straight to the heart,” highlight the appeal of visiting family and friends quickly and at a reasonable cost.

One outdoor execution communicates the hassle of stop-over air travel by breaking copy into one- word elements: “Tired. Of. Stops. On. Your. Way. To. Seattle?”

“We were looking for a way to integrate a visual element of the nonstop concept directly to a billboard,” said Seba. “You’ve only got about five seconds’ notice with a billboard, so we had to communicate our message quickly, using graphics as well as words.”

Eisner’s Rui Alves served as creative team leader on the US Airways campaign. Jason Wennet and Greg Motylenski were responsible for art direction. Alex Epstein and Brian Eden were the copywriters, and Sue Baile oversaw print production for the agency.

US Airways, the nation’s sixth- largest carrier, awarded its ad account to Eisner last January.

McCann-Erickson’s Washington, D.C., office had been the incumbent on the business.