Continental Airlines, Houston, said it is launching a global TV, radio, print and outdoor campaign this week in 27 countries with the tagline "Work hard. Fly right." N.W. Ayer & Partners, New York, handles. The new ads prominently feature the Continental globe as a large icon against a blue background. The airline said the ads seek to strike a tone of honesty, candor and humor. One radio spot includes the lines: "At Continental our priorities are simple. They're yours. A clean plane. A comfortable seat. On-time arrivals. Getting your bags back." Spending was not disclosed.
Copyright March 1998, Crain Communications Inc.