30-Second Love Story for Legend

The Richards Group’s newest television spot in the “Upgrade” campaign for Legend Airlines takes off this week.

The 30-second ad shows a couple saying their loving goodbyes at the carrier’s terminal at Love Field airport. The woman expresses her love and says, “Then stay with me. Tell me you won’t get on that plane.” The man pauses, then cheerily replies, “Nope,” before rushing off to enjoy the on-board amenities such as reclining leather seats and digital satellite TV.

Dallas-based Legend began operating this spring, offering business class service at coach prices.

Targeted at the business traveler, the commercial begins airing Sept. 18 on cable channels such as ESPN and TXN in the Dallas area.

“We hope the campaign will ultimately hit home strongly that everything Legend Airlines does is an upgrade,” said Christine Mahr, account supervisor at The Richards Group. “The TV spot clearly shows 100 percent of the product.”

“This TV spot brings Legend Airlines to life,” added Lisa Bauer, senior vice president of marketing and customer service at Legend Airlines.

The campaign, which will be supported by print ads in Dallas newspapers, will run for four weeks. The media budget was undisclosed.

Richards won the estimated$2 million account, formerly with another Dallas shop, Gleason/Calise/ Associates, in January.