NEW LOW-FARE AIR CARRIER PICKS AGENCY

Atlantic Coast Air Hands Launch Campaign to GKV Communications

By Published on .

NEW YORK (AdAge.com) -- The latest entrant into the low-fare air carrier category, Atlantic Coast Airlines, has chosen an independent Baltimore-based agency to create its first advertising and branding campaign.

Flying out of Dulles
The carrier, which will be based out of Washington's Dulles International Airport, named GKV Communications as its agency. Atlantic Coast said in a press release it will announce detailed consumer marketing and branding plans for the new airline in the near future. A complete advertising program will be introduced about 60 days before the first day of service, according to the statement.

Billings for the account were not released by the company. Calls to Atlantic Coast Airlines as well as GSK Communications were not returned by press time.

Atlantic Coast would join a growing list of airline's providing lower fares than the major carriers, such as American Airlines, United Airlines and Delta Air Lines. Delta, in fact, earlier this year introduced its own cost-conscious carrier, called Song. Other low-fare airlines include JetBlue, Southwest and AirTran.

United's commuter carrier
Atlantic Coast yesterday said it was ending its relationship with United, for which it acted as a commuter carrier under the United Express brand. Atlantic Coast currently operates as United Express and Delta Connection in the East and Midwest as well as Canada. Its Delta partnership is expected to remain unaffected, the company said in its statement.

Most Popular