ABC Promotion Set For Liftoff

ABC will let fly an experiential-marketing stunt to give its drama "Pan Am" some wind at its back in advance of its Sept. 25 launch. The network is taking a model of one of the airline's first-class cabins on a mall tour starting this week.

Visitors will be given a boarding pass, the chance to watch a show preview and one of the iconic shoulder bags with the famed airline's logo. The original Pan Am airline went belly-up in 1991, but the bags have remained popular.

"Brand ambassadors" dressed as Pan Am stewardesses circa 1960 will be part of the mall experience. The tour begins in Los Angeles and travels to malls in three other major markets before finishing two days before the show's premiere with a 12-hour Times Square event.

ABC will also be plugging the show during New York's Fashion Week in mid-September. The stewardess lookalikes will be handing out tea and coffee from carts - presumably resembling the ones used on Pan Am jets -- outside fashion shows. The show will feature the 1960s style that AMC's "Mad Men" has helped popularize.

The model of the first-class cabin -- resembling the interior of a 1960s, or Jet Age, plane -- debuted at the Comic Con event in San Diego last month.



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