Vanguard Seeks Fresh Strategy

Barkley Evergreen & Partners will focus marketing efforts for Vanguard Airlines on consumers in its Kansas City hub as the carrier retrenches and looks to create a consistent image.

“Through the years, there have been several different strategies,” said Elizabeth Cattell, Vanguard’s senior director of marketing and advertising. “We have to get back to the nuts and bolts of running an airline.”

The shop won the $5 million account after an informal review. Vanguard’s previous agency was Valley Media in Salt Lake City.

BE&P’s win came down to chemistry and experience, Cattell said. “They understood our business and understood what we wanted,” she said. “You need people who understand the travel industry.”

BE&P’s travel résumé includes the background of president and chief creative officer Brian Brooker, who was lead creative for Southwest Airlines when he was at GSD&M.

The shop has begun creating executions touting Vanguard’s nonstop service to cities such as New York, San Francisco, Los Angeles and Austin, Texas.

The regional airline, which has had financial troubles in recent years, has new management and is upgrading its fleet, Cattell said.