AirTran Airways has returned from an extended television hiatus with a straight value approach from Cramer-Krasselt here.
"We changed tune and went to hard-hitting retail," said Tad Hutch-inson, director of marketing for the Orlando, Fla.-based carrier.
Like most airlines, AirTran halted TV advertising after the terrorist attacks in September and has run only print and radio ads, Hutch-inson said.
The spot now airing uses simple animation and a sprightly musical backdrop to tout AirTran's fares to various destinations. A voice with a British inflection tells viewers that "Finding great low fares is easy when you know how to look." The tag for the work remains, "Your airline has arrived."