Carmichael Lynch Helps Northwest Get ‘Smart’

CHICAGO Carmichael Lynch touts Northwest Airlines’ customer service, scope and fares in a new image campaign that introduces the tagline, “Now you’re flying smart.”

The Minneapolis agency’s print, television, Internet and outdoor campaign targets business travelers while also highlighting recent improvements such as the company’s new aircraft and expanded business class seats. The ads showcase the airline’s new silver, red and black color motif, which was introduced in April for the St. Paul, Minn., carrier.

One television ad features a calm, unhurried business traveler amid hyperactivity. After using the airline’s check-in advance service to print a boarding pass, he strolls calmly through the frenzied activity of an airport to the gate. “It’s smart to print your boarding pass before you get to the airport. It’s smart to choose the seat you want to sit in. It’s smart to do things the easy way,” says a voiceover.

Other ads show a woman surprising her husband with a ticket to Alaska, and a father using a handheld computer to book tickets to New York to visit museums. These spots tout the ability to book online from anywhere and companion fares, respectively.

Spending on the effort was not disclosed. Television ads in the effort will only appear on cable television markets important to Northwest, such as Minneapolis and Detroit. Northwest spent nearly $35 million on advertising in 2002, but only $6 million in the first six months of 2003, according to TNS Media Intelligence/CMR.