Vegas-Based Carrier Tests the Skies With a $3-5 Mil. Campaign
LOS ANGELES-E.B. Lane & Associates is welcoming a new set of wings to the City of Angels.
The Phoenix agency has created its first campaign for National Airlines, a Las Vegas-based air carrier that begins service to key cities later this month. The estimated $3-5 million campaign includes broadcast, print and outdoor advertising; a direct marketing effort will target travel agents and business travelers.
In a 30-second launch TV spot, the viewer has the perspective of flying in the cockpit of an airplane. As the camera focuses on blue skies and friendly clouds, copy appears: "It's our way of making time fly."
A print ad running in the Los Angeles market shows a picture of a National Airlines aircraft flying through smooth blue skies. Copy underneath describes the perks of the new carrier, including spacious seating, a high standard of customer service and low fares. The tagline reads, "Everything's better up here."
The campaign broke in Los Angeles, Chicago and Las Vegas in mid-April, and will roll out to San Francisco and New York this month.
"There are so many things we need to learn about passengers, and we need to capture that as we explore the campaign," said Todd Bresnahan, vice president of account services at E.B. Lane.
National Airlines was founded in 1995 by Michael J. Conway, who serves as chairman, president and chief executive officer. Several Las Vegas companies are major investors.
The agency picked up the account in December following a review. ƒ