Case Studies / Clients » Air Tran Airlines
AirTran Airways is one of America’s largest low-fare airlines. The airline’s hub is at Hartsfield – Jackson Atlanta International Airport, the world’s busiest airport by passenger volume, where it is the second largest carrier.
After recently closing a deal to install AirTran flights with XM Satellite Radio, TEAM Marketing was recruited to develop a unique program to help Airtran announce that their flights were equipped with XM and create a big PR splash in the process.
We once again utilized the power of Elton John to include Airtran within the relationship we established between the pop superstar and XM.
TEAM negotiated with Elton’s management and Universal Music, Elton’s record label, to gain use of Elton’s likeness for use as a giant mural for the outside of 22 Airtran planes and in all advertising. AirTran in turn helped to promote Elton’s new Album, “Peachtree Road” via providing Universal with promotional Airline tickets, and donated $50,000 to Elton’s charities.
The campaign resulted in over 35 million television mentions and 55 million impressions throughout the campaign. Inquiries were so overwhelming, it caused Airtran to set up a separate phone line operators would transfer inquiring customers entitled the “ETH – Elton Tracking Hotline” in order to locate the “Elton Planes”.