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TWA PLANS $20 MIL PUSH AIMED AT BUSINESS FLIERS: FALL CAMPAIGN WILL HIGHLIGHT NEW FLIGHTS

By Published on .

Trans World Airlines will spend up to $20 million this fall on ads introducing a new schedule of high-frequency, full-service flights to top business cities; an expanded first class; and the revival of marketing efforts for its Trans World One overseas business class.

The moves are aimed at increasing the carrier's appeal to business travelers.

A six-week multimedia campaign breaks today for Trans World One, the first national TV in two years for the trans-Atlantic service.

NEW COMPUTER EFFECT

The TV spot from D'Arcy Masius Benton & Bowles, St. Louis, uses a computer effect that appears as moving images on stock paper, and is an extension of TWA's "We want to be your airline" theme.

"We want our high-end product to stand out," said Beth Mack, TWA's VP-advertising and marketing programs.

Trans World One will feature 57 inches between seats, believed to be the roomiest yet, as well as new eating options.

TWA has not yet named its high-frequency business service, code-named TW15 and set to be launched by mid-October serving Chicago, Dallas, Kansas City, Los Angeles, New York and Washington from the St. Louis hub.

TWA will try to be the first daily flight to St. Louis in those cities and the last flight back.

BRANDED FOOD ITEMS

As for in-flight services for the business service, branded food items are planned, though no partnerships have yet been named, along with amenities such as more individual phones, greater overhead space and special baggage handling.

The expanded domestic first class also will bow in October, with 60% more seats allowing greater opportunity for upgrades. There will be additions such as in-

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