Legend Airlines, Gleason/Calise Go Deluxe Route

Roomy 56-Seat Jets, Gourmet Meals, Valet Parking Are the Sells
DALLAS–Legend Airlines has tapped Gleason/Calise/Associates to handle the fledgling carrier’s first advertising campaign next year.
“Categorically there aren’t many airline accounts and to have one is a real privilege to us,” said Charlie Calise, chief executive officer of the Dallas-based agency. The account was awarded following a national review.
Legend plans to launch its nationwide, long-haul service Feb. 14 from Dallas’ Love Field airport.
Billings were not disclosed, nor would airline representatives reveal which U.S. cities the carrier will initially serve due to the highly competitive nature of the market.
Legend plans to carve out a niche among frequent business travelers by offering deluxe amenities at the price of regular coach fares. The airline boasts that each over-sized seat affords four feet of legroom on its 56-seater DC-9 jets. Passengers will be served gourmet meals and can have their cars valet parked at the “club-style” terminal now under construction.
“It’s really, really going to be beautiful service,” said Calise. “They’ve made our job pretty easy. They’ve got a product that speaks for itself.”
Calise said his agency was selected because of its integrated marketing approach.
“I think it’s fair to expect we’ll be leveraging as many of those resources as possible,” he said of the upcoming campaign.
“We . . . look[ed] nationally but were really wanting to partner with someone local who knows our community and knows our hub,” said Lisa Bauer, senior vice president of marketing at Legend. “Early on when Legend was just beginning, Charlie Calise was an early supporter and did some project work for us; it was a natural evolution from there.”
Bauer said the upcoming campaign “will be very centered around ‘Try the Legend experience.’ We believe once they do the word-of-mouth will be incredible.” K