America West FlightFund Visa Card

Airline tray tables became the centerpiece of a “surprise & delight” in-flight experience – and the heart of a multi-channel campaign for America West and Bank of America.

Where better to sign up new cardmembers for your travel rewards program than at 25,00 feet, with a captive audience of your passengers? The key was to create a welcome and engaging experience.

The world’s first tray table advertising transported passengers to three popular America West destinations. Word puzzles on each tray directed passengers to the in-flight magazine to find the solution – and details about the card program. The total experience also included in-flight magazine ads, videos, an in-flight game, and applications in every seatback pocket.

The campaign’s early success prompted the addition of a sweepstakes targeting the Latina market via print, online and outdoor advertising. Incentive programs designed to motivate Bank of America branch employees and America West flight crews to promote the card to their customers also played a significant role in the program’s success.

Achievements:

  • Responsible for all photography and completed all retouching in-house
  • Developed a successful national media strategy targeting the Latina market
  • The campaign was featured in more than 200 print, broadcast and online media channels, including network nightly news.

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