Vanguard Flies New Campaign

CHICAGO — Vanguard Airlines, formerly an all-coach carrier, is going after upscale road warriors with its SkyBox Business Class: two-by-two rows of 14 leather seats with increased legroom, plus improved meals and personalized service.

Print and outdoor efforts from Barkley Evergreen & Partners, Kansas City, have launched in Vanguard’s Kansas City, Mo. hub and in such initial destinations markets as Los Angeles, Las Vegas, New York and San Francisco.

The campaign’s tagline is: “You can fly business class while your wallet flies coach.” Other pitches will focus on the ease of using Kansas City for east-west connections and the availability of more non-stops to long-haul destinations compared with other low-fare carriers.

The value airline is vying to win business travelers at a time when those consumers are likely to scrutinize travel costs more closely than ever, said Elizabeth Cattell, senior director of marketing and advertising.

Although the carrier reported an increase in recent traffic, it has struggled financially. Vanguard last month skirted a Chapter 11 protection when it won NASDAQ approval to bend certain marketplace rules. The rules required shareholder approval for an insider transaction that converted loans into about $7.5 million of equity in exchange for newly issued shares of stock.