In it’s third year, the San Francisco-based airline continued to receive an enthusiastic welcome wherever it went. It’s audience wasn’t just getting bigger it was becoming more diverse as it branched further away from it’s West coast home. But, one thing this growing following had in common, they were all looking for something better. We developed archetypal characters based on the unique amenities offered by the airline. By turning the lens back on customers from the outside looking in, we created a voyeuristic “wish I was there” moment and delivered on the new tagline, A Breath of Fresh Airline™.
Chicago launch
Writing: Joanne Torres / Photography: Zachary Scott
