TWA starts $14 mil repositioning campaign

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Trans World Airlines launches an estimated $14 million "new positioning campaign for the entire airline" on spot TV, cable and network radio Monday, said Beth Mack, VP-advertising and consumer marketing. The spots emphasize its Trans World First class and the Aviators frequent-flier program. Print will appear in national newspapers, newsweeklies and business magazines the week of the 31st. D'Arcy Masius Benton & Bowles handles.

Copyright August 1998, Crain Communications Inc.

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