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At a time when airlines’ reputations have soured, Midwest Express pushes reliable service in a new campaign from BBDS.
Actor John Mahoney of Frasier provides the voiceover in one 60-second and two 30-second TV spots that break regionally today. Mahoney’s “honest” tone is central to the campaign, which continues the Milwaukee-based carrier’s “Best care in the air” tag but focuses more on personal attention and care to the traveler rather than extras like fresh-baked cookies, said Jim Reichart, director of advertising for the airline.
In the past, Midwest Express has marketed amenities like the cookies, its spacious two-across leather seats and meals served on China.
In the new campaign, employees are shown going about their duties.
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