The Idea Brought To Life:

OBJECTIVE
Within a cluttered and complex travel environment, ensure that Midwest Airlines' brand promise is understood as credible and relevant to today's travelers.

STRATEGY
Segment the broad travel audience and use focused messaging to communicate with customers in a way that relates specifically to them, using one consistent brand voice.

INSIGHT
Each target segment has specific needs and motivations when making travel decisions, but all share the same common values of Care and Simplicity.

RESULTS
In key Kansas City market, topped major airline competition in preference measures; awareness at all-time high. In core milwaukee market, continued to maintain awareness at unprecedented levels.

ELEMENTS
Print, TV, web banners and rich media, outdoor billboards, radio