Northwest Air Plans Ad Push For 2nd Half By Beth Heitzma

EAGAN, MINN. - Freed for now from the distracting specter of a bankruptcy filing, Northwest Airlines is planning a heavier advertising and marketing presenc

‘It’s time to make a major leap,’ Chris Clouser, senior vp/corporate communications, advertising and human resources, said after the airline finalized a sweeping debt restructuring that included cost-cutting concessions from its six major unions. The threat of bankruptcy had hovered over the labor negotiations, which had lasted for months. ‘Now with the complete restructuring, this is an opportunity,’ he said.
Clouser said the airline will increase its level of communications through the remainder of the year, launch new products and expand the promotion of its relationship with KLM Royal Dutch Airlines.
Those communications are expected to include a new corporate image campaign. A source at NWA agency Fallon McElligott/Minneapolis said last week the airline had approved an image campaign informally called ‘New Ways,’ that may drop the current ‘Some People Just Know How to Fly’ themeline.
However, Steven J. Sjoblad, FM managing director, said no campaigns have been approved and that the tagline has not been changed. Sjoblad said new creative is in the works, but that no final decisions have been made by NWA.
The agency is believed to have been crafting a new umbrella image campaign since taking on NWA’s domestic advertising assignment in January. The new campaign is scheduled to break in the fall.
Meanwhile, NWA, along with other major carriers, last week matched a companion-flies-free offer announced by TWA.
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