TBWA has unveiled its first work for Northwest Airlines since it was
awarded the business in January.
The new dollars 2.5 million pan-European press campaign, which promotes
the special deals Northwest offers its World Business Class ticket-
holders, breaks this week in the UK in broadsheet newspapers. The
campaign has also been adapted to run in other key markets, including
France and Germany.
The black-and-white illustrated ads link places in the UK with places in
the US that are serviced by the Northwest network by using witty
illustrations, punning on the names of towns.
Three teaser ads will appear on consecutive pages followed by a bigger
ad that reveals the connections. For instance, one ad reads: ‘What’s the
connection between Clint and Buffalo?’ and shows the back view of a
Clint Eastwood-type sitting on a buffalo.
The press campaign was written by Sean Toal and art directed by Jim
Saunders at TBWA. The illustrator was Peter Till.
Colin Barette, Northwest Airlines’ manager of marketing for Europe,
said: ‘TBWA was given the challenge of producing a unique pan-
European campaign. We are delighted with the way it has responded.’