American Trans Air in Indianapolis has tapped the Tampa, Fla., office of Fahlgren to develop creative work for two broadcast and print campaigns, including image ads and promotional efforts for the airline's 25th anniversary, the agency said. The budget was not disclosed.
The review process began earlier this summer. Fahlgren was chosen over four undisclosed shops believed to be located in Florida and Indianapolis, said sources. ATA officials were unavailable for comment.
The discount travel airline's previous agency, Pitzel & Pollack Advertising in Chicago, was merged into crosstown shop Grant/Jacoby last November. At that time, ATA declined to move its account to G/J and shifted its advertising in-house. Media will continue to be handled by Chicago's Kelly, Scott and Madison. Competitive Media Reporting tracked ATA's 1996 ad spending at $6.8 million.
Gary Stogner, Fahlgren's director of hospitality marketing, said the shop likely will keep the discount travel airline's current tagline, "On ATA, you're on vacation."
"It's a perfect positioning statement," Stogner said. "Carriers are fighting a bloody battle over the business traveler. For the most part, they're ignoring the leisure traveler."
ATA connects several Midwest cities with warmer destinations, including Puerto Rico, Mexico and several Florida markets. The agency also hopes to increase traffic going from the warmer locales to ATA's northern destinations. New work may break as early as the fourth quarter. --with Trevor Jensen