AirTran was in a race for the bottom of airfare price wars. Research showed that to their consumer, air travel had all but lost its luster. So we set out to reignite their love for flying, and are fairly certain it worked.
Inspired by the route maps in the back of flight magazines, these were more daydreams than ads, with bright optimistic colors celebrating the world full of affordable travel possibilities.
We also brought a few of their planes into the campaign, injecting this new optimistic, colorful energy directly into the flying experience. After all, aren't airplanes just free ad space waiting to be used?
This campaign was a reminder that when fares are affordable, it’s incredibly easy it is to pop from town to town, climate to climate. Because sometimes, we all just need to get away.
Then, to address AirTran’s regional offerings, we crafted another round of work to promote their affordable flights to the American Southwest.
And we wrapped their planes in these sunny colors and celebrated the many great things you can travel to see in the region.
AirTran noticed a lightening of the mood, in both consumers and their crew. These campaigns reminded people of what they love about flying and encouraged them to daydream about where they might go next.
Consumer research.
Creative Strategy
Brand Differentiation.
Campaign Development
Creative Media Placement
Brand Building