Care Is in the Air of America West’s Spots

Advertiser: America West Airlines

Agency: Publicis & Hal Riney, San Francisco

Challenge: Create a caring image for America West Airlines, which has been through more than its share of turmoil lately.

The Ads: Television commercials show America West employees at work as a voice-over relays their thoughts. Each of six ads focuses on a different employee. In one ad, a baggage handler muses about passengers as he loads golf clubs and suitcases. In another, a pilot reveals that he delights in announcing to the relief of travel-weary passengers, “Flight crew, prepare for landing.”

Comment: Much of America West’s recent advertising has focused on deals for passengers. In its first-ever branding campaign, the airline appeals to travelers on an emotional level. America West doesn’t set consumers up for disappointment by promising great service or other niceties. And that’s probably wise, considering recent events. It emerged from bankruptcy protection in 1994 and hit an earnings slump two years later. It reportedly considered selling itself to United Airlines earlier this year. And last month, it narrowly averted a strike when it reached a contract agreement with its flight attendants. $$+