Airline alliance picks O&M for $50 mil effort

Snyder, Beth; Goetzl, David; Petrecca, Laura
July 1999
Advertising Age;7/12/1999, Vol. 70 Issue 29, p3
Trade Publication
This article reports on the decision of the Wings Alliance to choose Ogilvy & Mather to handle its estimated $50 million branding campaign as of July 1999. The New York-based agency will likely develop a global campaign that positions the alliance, a cluster of four international airlines, as a customer friendly travel network with linked flight schedules and frequent-flier programs. Its Northwest assignment is for the U.S. advertising of overseas flights, as well as advertisements and direct marketing in the Asia-Pacific region.


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