A few years back, I wrote about airline marketing. And at the time, I suggested that advertising may not always be the answer to promote an airline’s brand, especially now that many flying-related hassles are largely out of an airline’s control.
Now I’m happy to say that AirTran and their agency Cramer-Krasselt are doing a little bit of both advertising and business improvements: An ad campaign to promote a nice new loyalty-building AirTran feature, Wi-Fi on all its planes.
From the press release:
AirTran Airways will be the first major U.S. airline to offer Wi-Fi service on every flight. While AirTran isn’t the first to announce its intent to offer Wi-Fi on its planes, it is the first major U.S. airline to do so on its entire fleet and with a significant marketing push.
Over the last three weeks, AirTran has been running a teaser promotion asking America what they would want to see on every flight. The integrated teaser and launch campaign was developed by longtime agency partner Cramer-Krasselt/Chicago, supported by TV spots, radio, Internet banners, out-of-home and airport signage. At the heart of the effort was everyflight.com where people could make their own suggestions, vote “boo!” or “yah!” on previous submissions, view charts and graphs including a leader board and poll map, and sign up for a chance to win a seat on every flight. Upwards of 230,000 votes were cast and 30,000+ suggestions made ranging from “mimes” to “bunk beds” to “Clint Eastwood movies.”
This is a step in the right direction. AirTran knows that it has control over the in-flight experience, and this’ll be a nice convenience. Although the Wi-Fi won’t be free, at least customers know it’s available on all flights.
Since I’m headed to Seattle in July for Chief AdPulper Burn’s wedding, this may make the difference in my airline choice. ‘Cause from here in the ATL, I can fly non-stop on either Delta or AirTran. Are you listening, Delta & Wieden?