Though the deal isn't expected to be final until July, Carnival TV spots to air in the New York area only will carry the tagline, "A great future with Pan Am."
The original Pan Am stopped flying in 1991, but Martin Shu-grue-who was vice chairman-chief operating officer of the original Pan Am-bought the rights to the brand and started up a low-fare, full-service carrier for long-haul flights in September. Mr. Shugrue is president-CEO of Pan Am.
SERVING 20 DESTINATIONS
The newly combined carrier, which will carry the Pan Am name, will serve 20 destinations, up from Pan Am's six. The addition of Carnival brings several Florida markets plus Hartford, Conn.; Nassau, Bahamas; Newark, N.J.; and Washington to Pan Am.
In late May, the $3.5 million Carnival account moved to Pan Am's agency Weller, O'Sullivan, Zuckerman & Lightcap, New York, without review, from Ryder & Schild, Coral Gables, Fla.
Carnival Air Lines and the cruise line of the same name are unaffiliated, though they share a holding company.
"The beauty of the Pan Am name is that you don't have to tell people what it is," said Ken Lightcap, agency partner.
According to Mr. Lightcap, the ad spending is expected to remain stable, at about $6.5 million.
The airline's Pan Am Alliance, consisting of small and midsize international airlines, now has 40 carriers participating in a frequent flier and code share program.