Direct Air ready for ad takeoff

Direct Air, a new regional airline that has been working on getting its operations in gear, is turning its attention to building an image for itself and will begin looking for an ad agency to help with the construction.
The airline, which already services 11 cities from Chicago’s Midway Airport, received an infusion of cash last month from an investment group to add more routes and become a major player in the low-fare, regional airline business.
Direct Air, which will change its name to Midway Connection, is banking on having the expansion finished in two months, and would like to have advertising in the works as soon as possible.
Although no details are planned yet, vp/marketing Dan Katzka said last week he will begin focusing on advertising this week.
Katzka said he doesn’t have any ad agencies in mind right now.