• by Karl Greenberg , May 9, 2007

Domestic low-fare airline AirTran is launching its first ad campaign in two years, centering on a series of TV ads to run in local markets with the theme line "Get up and go." The effort, via Cramer-Krasselt, Chicago, includes four new TV spots, print, radio, Internet and outdoor.

Airing in Atlanta, Baltimore/Washington, Boston, Chicago, Indianapolis and White Plains, N.Y., the spots will promote the airline's young fleet, low fares and affordable business class. Humorous creative touts the benefits of having low airfare when you need it.

In one of the 30-second ads, a vendor who has flown in for a meeting sits across a conference table from a group of high-level executives from the client. When one of them asks where his partner is, he replies nervously: "Travel cutbacks. But ... here's Little Bob."

Then he pulls a ventriloquist dummy from under the table and does a Charley McCarthy routine on inventory management. The clients are not pleased. The lead client asks, "Is this a joke?" to which the guy responds: "You talking to me?"

The voiceover says: "Trying to save your company a little money?" On-screen graphics show AirTran Airways' Web site and the words: "Always our lowest fares."

In another ad a businessman hurriedly arrives straight from the airport to a meeting that turns out to be about what to put in company vending machines. "You had me fly in for this?"

The other employees look at him, mystified that he doesn't see the meeting's value. The voiceover says: "Maybe we make business trips a little too affordable." On-screen text reads, "Low fares. Every flight. Every seat."

A third spot has a woman in a tanning salon watching in horror as regular customers emerge from their sessions looking irradiated. One leathery man says to the receptionist, referring to himself: "Who's looking good now?"

Finally, a young woman appears, fried a deep shade of orange. The receptionist replies: "You're going to be such a beautiful bride." As the pale woman looks on, dismayed, the voiceover says: "With our low fares to Florida, why not go for the real thing?"

AirTran, the second-largest carrier based at Atlanta's Hartsfield International, yesterday inaugurated service into St. Louis and celebrated by handing out Budweiser T-shirts on board and running a sweepstakes for free tickets to last night's Cardinals game.

Its parent, AirTran Holdings, is making a play for Midwest Airlines. The company offered $290 million last October in cash and stock, raised it to $345 million in January, and again in April to $389 million.