With a $251 million capital commitment, the airline is being headed up by Kenneth Carlson, who founded the original Midway Airlines. He said the airline will target business people and other frequent travelers who are budget-minded, 'yet want comfortable amenities.'
Most of Midway's original run, which will start in November, will be to Northeast markets, which Carlson said aren't served well out of Midway.
The airline is starting with a modest $2 million ad budget, but expects to build that as passenger counts increase. Print will be launched in October, and TV is slated in the next few months. Garfield-Linn & Co., Chicago, is handling.
Copyright Adweek L.P. (1993)