By Jim Osterman
ATLANTA–Turkel Schwartz & Partners in Miami has been named agency of record for LanChile Airlines. Billings are estimated at nearly $1 million.
LanChile officials, through a representative, declined to name the other agencies that were considered.
Agency executive creative director Bruce Turkel said the shop was contacted about pitching the business presumably because of its work in Latin America for accounts like The Discovery Channel and Ralston Purina.
‘They knew what we had done and got in touch with us,’ he said. ‘We made a number of presentations and they liked what they saw.’
The agency already has its first campaign in circulation. Ads, which broke last week in USA Today, stress the hospitality, food and new planes offered by LanChile.
The all-print effort offers headlines like, ‘At 68 years old, we weren’t born yesterday. Although most of our fleet was,’ stressing the recent vintage of the planes. To push its cuisine, the agency created: ‘Some of Chile’s finest restaurants also serve non-stop flights to Santiago.’
‘Their planes are all less than two and a half years old,’ Turkel said. ‘(The client) has a strong obstacle to overcome. Most people think smaller airlines offer second-rate service, but LanChile has newer planes than most, more room inside their planes and really good food.’
The target audience is air passengers willing to pay for a higher degree of service.
The print campaign in USA Today will be followed by a flight in Travel Weekly, Travel Age West and Canadian Travel Press.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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