Airtran 1999 Annual Report Download - page 15

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Key frames from “Radar,” the award-winning
commercial announcing the arrival of our
Boeing 717s.
BUILDING OUR BRAND
This year we touted the innovative spirit of AirTran
Airways as the Boeing 717’s launch customer with a
creatively executed and placed advertising campaign.
We announced the delivery of the first of 50 Boeing
717 aircraft with an action- and suspense-filled
movie trailer-style television commercial, “Radar.”
X-FARES
This program continues to be an innovative way to
attract young travelers before they have fully formed
their airline preferences. We are the only airline that
specifically seeks out this age group, 18 to 22 year-olds,
an as-yet untapped customer market. The program allows
these travelers to fly standby for as little as $47 per
segment.
Since its inception, a large number of 18 to 22 year-
olds have taken advantage of the X-Fares program,
increasing their loyalty to AirTran Airways and generating
additional revenue for the airline.
OUR PARTNERSHIPS
All of our partners, American Express,
®The Hertz
Corporation and The Beau Rivage Resort, are integral
members of the AirTran Airways family that have made
our turnaround such a success. Each one shares
the same commitment to quality and excellence that
we do at AirTran Airways. Through these partnerships,
we are able to offer our customers unique and special
travel discounts that can’t be found anywhere else.
American Express®
For the third year in a row, we teamed up with
American Express®to offer their card members
an exclusive frequent flier program that has been a
success since its inception in attracting new business
to AirTran Airways. American Express®card members
booking travel through AirTran Airways are eligible to
collect frequent flier credits in half the time of our
regular program. Each year of our partnership, AirTran
Airways has sent American Express®card members
information regarding the program, and each year the
program has grown to include more satisfied users.
AirTran Airways has a
significant presence
in outdoor, newspaper
and trade publications.
The blockbuster campaign hit the big screen, literally,
in September at movie theaters throughout the
Atlanta area. The campaign then expanded to televi-
sion the next week on Atlanta's ABC, CBS, FOX, NBC
and UPN affiliates, as well as local Atlanta cable sta-
tions such as CNN and TBS. “Radar” was also broad-
cast in the Atlanta area during the Super Bowl.
The spot was so compelling that it won several
advertising awards, including two gold medals in the
HSMAI’s (Hospitality Sales & Marketing Association
International) 1999 International Travel Competition.
The television campaign was also supported by print,
radio and billboards.