LANDING A NEW IDENTITY

The campaign to give the airline formerly known as ValuJet a new identity took another step last week with the first TV spot that doesn’t mention the company’s prior identity.
Cramer-Krasselt’s first two spots for Airtran Airlines made it clear that the Atlanta-based discount flier was formerly ValuJet, despite the company’s efforts to distance itself from that name. A ValuJet plane crashed in Florida’s Everglades in May 1996, prompting a federal investigation that raised questions about safety.
After winning the business in July, C-K’s Chicago office was asked to create a new identity for the carrier.