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American Trans Air targets business travelers with a humorous campaign from Publicis in Mid America in which a heavyset man asks fliers, “Whadjapay?”
The $10-15 million effort—which includes TV, print and radio—breaks Aug. 7 and is tagged, “Whadjapay? Next time fly ATA.” It’s the first work from Publicis since the Indianapolis carrier assigned the project.
ATA did not choose a lead agency in March after it conducted an 11-month review involving several Chicago shops. The airline previously handled its advertising in-house.
The new positioning moves away from its longtime “ATA, you’re on vacation” theme and jingle, which boasted of an ability to carry customers away from their cares for an affordable price.
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