• Ad Age, Monday, January 16, 2006 12:45 PM

Northwest Airlines, with a little help from media agency MindShare, has found a new way to reach a much-coveted target group--the traveling businessperson. The marketer placed ads to promote its new seats in World Business Class on the inside of window-cleaning scaffolds hanging on the sides of office buildings in Tokyo. The MindShare platforms were seen on buildings in the Otemachi and Akasaka areas of they city, where tenants included Cisco and NTT DoCoMo. The strategy was a first in Japan and enabled Northwest to surprise executives during their workday in an environment that's relatively ad-free, thus making the ad more memorable. Northwest's new service allows passengers to recline by as much as 176 degrees, just four degrees off the optimum goal of a perfectly flat bed.

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