First Airline Account For Tampa’s Fahlgren

American Trans Air in Indianapolis tapped the Tampa, Fla., office of Fahlgren to create broadcast and print campaigns, the agency confirmed, including image advertising and promotional efforts for the client’s 25th anniversary. The budget for the projects was not revealed.
The review process began earlier this summer [Adweek, June 9]. Fahlgren was victorious over four undisclosed shops believed to be located in Florida and Indianapolis, sources said. American Trans Air (ATA) officials were unavailable for comment at press time last week.
The discount airline’s previous agency, Pitzel & Pollack Adver-tising in Chicago, was merged into crosstown shop Grant/Jacoby last November. At that time ATA declined to move to G/J and shifted its advertising in-house. Chicago’s Kelly, Scott and Madison continues as media shop.
Competitive Media Reporting tracked ATA’s 1996 ad spending at $6.79 million.
Ginger Watters, recently appointed executive vice president of Fahlgren’s Florida operations, said the shop went into presentations armed with several co-op promotional ideas–a genre the agency is familiar with from its work for the Florida Commission on Tourism.
“[ATA wants] a total freshening up of their look and their campaign,” Watters said, adding that although the business is Fahlgren’s first airline account, the shop was not officially named ATA’s agency of record. “I wouldn’t go that far” in describing the relationship, said Watters.
Fahlgren’s director of hospitality marketing, Gary Stogner, said the shop will likely keep the carrier’s current tagline, “On ATA, you’re on vacation.” “It’s a perfect positioning statement for them,” Stogner said. “So many carriers are fighting a bloody battle over the business traveler. For the most part they’re kind of ignoring the leisure traveler.”
ATA flies from Indianapolis, Chicago, Milwaukee and New York to “sun” destinations including Puerto Rico, Las Vegas, Mexico, Hawaii and Florida. Via consumer ads, the agency hopes to increase traffic going from the warmer locales to ATA’s northern destinations as well. New work may break as early as the fourth quarter. –with Trevor Jensen