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TWA takes off in ‘comfort class’ By Alison Fahe

NEW YORK–Trans World Airlines, emerging from Chapter 11 bankruptcy protection, today will break a $10-million campaign from Backer Spielvogel Bates that repositions

“The goal is to make TWA the airline that offers both comfort and great value for the money,” said Bob Cozzi, TWA’s senior vp/marketing.
After BSB won the $40-million account in December, the agency rushed to produced some spots so that TWA could have a presence on the airwaves during the holidays.
However, both TWA and BSB consider this campaign the first work in the mission to revive TWA.
“The heritage ad was the first part of the series,” said Cozzi. “That was done to break all the turmoil around TWA by playing up our heritage and tradition. Now we are stressing the things that separate TWA from the pack.”
“This airline was dead and now it’s rising out of the ashes,” said Don Easdon, BSB’s executive creative director. “TWA is one of the great brand names and we’re reviving it.”
The new commercials highlight the airline’s amenities. For example, one spot called “Knees” stresses the additional legroom in coach class, which has been renamed “comfort class.”
Added Cozzi: “These ads are humorous. They are not like the rest of the junk you see on TV.”
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