The Issue

America West was coming out of bankruptcy, so there were still doubts about their ability to run efficiently. To make matters worse, they were a regional carrier based in Arizona, which meant their biggest competition came from Southwest, one of the best airlines in the history of aviation.

The Idea

We couldn’t go head-to-head with Southwest in terms of fares, fleet, schedule or service. So we set out use the advertising to make the airline likeable. The ads were human, funny, self-effacing and engaging. They focused on the fun of the destination, and on price where we could compete. As America West slowly built themselves up to parity with Southwest, we helped them develop a loyal following through easygoing messaging that gave them a personality to root for.

The Results

An airline only a few years emerged from bankruptcy set back-to-back records for call volume, load factor, and revenue. Successfully launched into six new markets. And the work appeared in awards shows ranging from the Beldings to CA and The One Show. Some of my favorite examples are below.