ExpressJet Taps Attik

LOS ANGELES Independent Attik has won creative and media duties for ExpressJet Airlines, the agency confirmed.

The Houston-based carrier spent $1.5 million on mainly print and radio ads through July, per Nielsen Monitor-Plus. There was no incumbent, as the company was working with local shops for various projects.

Ric Peralta, agency CEO, said Attik long pursued airline accounts but had typically been considered “too edgy” for such a mainstream assignment. “We needed to find a client that is not afraid to exploit their point of difference, and ExpressJet knows it needs to differentiate,” he said.

ExpressJet is “separating itself from the ‘bus’ experience’ of larger airlines” by exploiting the smaller passenger load (50 versus 250 people), leather seats, XM Satellite Radio on flights and no-stopover service, he said.

Creative director Ron Lim, senior strategist Matt Roblee, account director Onita Mihaly and designer Paul Miller have been assigned to the account.

The first work, a print campaign, breaks in October. The media buy will target the 20-plus markets the airline services, located mostly in the West, Midwest and Southeast regions of the U.S.

“The work we saw from Attik convinced us they understood our passion for providing jet service for people who value how they spend their time,” said Trish Winebrenner, client vp, marketing.