New Sun Country Web Site From BVK Keys on CEO

BVK/McDonald in Milwaukee has created a Web site for Sun Country Airlines in Minneapolis that continues efforts to build the brand around the personality of its CEO, Bill LaMacchia Jr.
The site, heybill.com, launches Tuesday and is backed by outdoor boards and “guerrilla tactics,” including college kids wandering Twin City intersections in sandwich boards, sidewalk chalk drawings and cocktail napkins, said Peter Capper, a vice president and account supervisor at the Milwaukee shop. Five-second TV teaser spots are also planned, which will feature a head shot quickly saying, “heybill.com.”
“It takes an industry known for being very big business and not caring about its customers and makes us more down to earth and approachable,” Capper said.
Sun Country is a regional carrier which flies to 22 cities from its hub in Minneapolis. The airline competes in the market with the much larger and more established Northwest Airlines.
BVK/McDonald started using LaMacchia in humorous commercials last year, portraying him as a regular guy eager to help his customers. In one he turns off the overhead fan in a plane so a man’s toupee can sit back on his head. The tagline backs the message of personal service: “We’re here for you.”
The Web site is an attempt to capitalize on the notoriety gained through these commercials. Designed by MarkNet World in Milwaukee, it will contain outtakes from the commercials as well as trivia games, travel tips, and occasional contests and giveaways, according to Jeff Ericksen, an associate creative director at the shop.The site will include a link to the Minneapolis company’s main Web site, www.suncountry.com, where consumers can check schedules and make reservations.
The agency said that although concerns were raised that the site would split traffic, the thought is that the site will increase overall visitors and therefore not detract from Sun Country’s Web business
“If we incrementally take X percent away from suncountry.com, but in the aggregate get two and a half more visits, it works,” Capper said.
Formerly a charter carrier, Sun Country started running a regular schedule in 1998. K