First up: The tagline. Ready. Set. Jet. With that approved, we were on our way.
Next up: Print advertising. One problem. The jets weren't done--wouldn't be done until long after we needed to start running advertising. So we developed the "Void" campaign. It turned a visual challenge into a communications platform--what's been missing from air travel is about to arrive.
Targeted to business travelers, we celebrated all the good things about riding tiny commuter jets.
Internal communications kept up excitement and morale--especially since employees were moving 0 to Mach .78 in eight months.
Radio spots were developed and customized for every launch market.
And outdoor, unfortunately, was far too prescient. Record gas prices grounded the airline not long after launch.
At least we still have the bumper stickers. And the accomplishment. Not shown: More than 200 additional jobs that got the job done.
