Star Tribune: Northwest Courts Business Travelers With New Ad Campaign

To combat the drought of business air travelers, Northwest Airlines has launched a new ad campaign to promote its new planes, new terminal and a new reservation system. The campaign, anchored by new tagline "Now You're Flying Smart" and developed by Minneapolis-based Carmichael Lynch, will consist of print, television and the Internet.

One of the print ads pictures a business man walking through the airline's new WorldGateway terminal in Chicago along with ad copy explaining a little time spent online with Northwest's new E-Services will greatly ease the travel experience. With this campaign, the airline hopes to lure back the profitable business traveler who will typically book a flight at the last minute and pay a premium for the convenience.