Same Fla. City, Different Shop For AirTran

ATLANTA-In anticipation of its merger with the former ValuJet Airlines, AirTran Airways in Or-lando, Fla., is shifting its $3.5 million advertising account from Fry/Hammond/Barr to Cramer-Krasselt. Both shops are located in Orlando.
“We put Fry/Hammond/Barr on notice,” said Cathy Hoag, vice president of marketing and sales for AirTran Airways. “They’ve done some excellent work and we’ve been really, really happy with them.”
Hoag explained that the airline’s advertising account is migrating to Cramer-Krasselt for the sake of consistency. In July, Cramer-Krasselt’s Chicago office landed ValuJet’s $15 million advertising business [Adweek, July 28]. ValuJet has since changed its name to AirTran Airlines, a slight variation from the Orlando carrier’s moniker.
The merger is expected to be completed next month. At that point, “we’ll move the [entire] account to [Cramer-Krasselt],” Hoag said.
In the interim, three-year incumbent Fry/Hammond/Barr will continue placing media while Cramer-Krasselt handles creative work for the client’s newspaper ads.
“It’s new category experience for this office,” said Fran Mathews, vice president and general manager of Cramer-Krasselt in Orlando.
The Chicago location of Cramer-Krasselt will lead the strategy for the carrier post-merger, said agency president Peter Krivkovich in Chicago. “Airlines are as much a tactical business, and that will be shared by both [the Chicago and Orlando offices],” he said.
Earlier this month, Cramer-Krasselt in Chicago launched a new campaign for Atlanta-based Air-Tran Airlines, introducing the tagline, “It’s something else.”
Having opened in 1990 with five staffers, Cramer-Krasselt’s Orlando office currently employs 30. In the last eight months, the shop has added Community Health Care Systems, Orlando Regional Health-care System, Pointe Orlando and Discount Auto Parts as clients.