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Paradigm Communications in Tampa, Fla., is breaking its first campaign for new client Swissair. The ads, promoting a four-day European travel package, begin appearing today in The Wall Street Journal and USA Today.
Paradigm’s four print ads mix romance with spontaneity to entice Swissair’s target market–adults 28-55 with household incomes of $80,000-plus–to spend $569 for a four-day jaunt to Europe. Swissair hopes the campaign will spark off-season travel from November to May.
“While money isn’t a problem for [the target], time is a problem,” said Paradigm president and creative director Sharon MaHarry.
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