Pan Am Goes To Beber

Beber Silverstein & Partners in Miami was named creative and strategic marketing partner of Pan American World Airways. The estimated budget is $5-10 million.
Dom Camera Associates in New York will continue handling media buying for the Miami carrier.
In the last round of the two-month review, BS&P faced off against Turkel Schwartz & Partners, Miami, sources said. Other contenders late into the process were Miami shops Greenstone Roberts, Ryder & Schild and TAG Advertising, and New York incumbent Weller, O’Sullivan, Zuckerman & Lightcap [Adweek, Jan. 12].
Client officials confirmed Beber’s win, but declined further comment.
Although BS&P has extensive tourism experience, it has not handled an airline account since it introduced the defunct Florida Express in the 1980s. In a sense, the agency is launching another startup airline.
After emerging from bankruptcy in 1996, Pan Am acquired Fort Lauderdale, Fla.-based Carnival Air Lines last year. Since then the “new” Pan Am has reportedly struggled with net losses. (Ryder & Schild handled Carnival Air Lines prior to the merger.)
BS&P’s research found that Pan Am’s troubles are not top of mind among consumers, however. Instead, the challenge is finding “the best way to leverage the legacy of the Pan Am heritage,” said agency president Jennifer Beber. “It has a great reputation for being safe and friendly and very comfortable.”
TV, radio and newspaper will be the primary media, Beber said. Be-cause Pan Am has routes in the Northeast corridor, Florida and the Carib-bean, winter is an important season. “We’ve got to get a retail message out there very quickly,” Beber said. “But as far as the ‘big idea,’ we’re going to take our time and do that right.”