• by Fern Siegel , Yesterday

Breeze Airways, connecting underserved cities across the U.S., has kicked off its first full-scale ad campaign, “Proudly Serving Underserved Markets.” 

This is Walrus' first creative work for Breeze since being named an agency partner earlier this year. Teaming with Visit Rhode Island, the campaign explains the days of taking dual flights and trains to get to your destination are over.

The spots, here and here, include parents casually spying on their college freshman son and another of a perpetual bridesmaid. The spots were directed by Kristen Dehnert. The tagline sums up the airline's motto: "Seriously nice."

"Proudly Serving Underserved Markets" will run across linear TV, CTV, paid social, radio and print in 10 local markets. Billboard ads — “Fly to Providence without visiting Boston” and “Stop the layover madness” — drive home the nonstop option.

Established in 2021 by JetBlue founder David Neeleman, Breeze serves 76 airports across 34 states.

“Nearly 90% of Breeze’s network is made up of nonstop routes, and on 87% of those, Breeze is the only nonstop option available,” said Angela Vargo, vice president of marketing/communications at Breeze Airways.

Breeze is also running local activations in key markets, such as Charleston and Jacksonville, challenging locals to accurately pronounce Rhode Island town names (Glocester. Scituate. Pettaquamscutt) for the chance to win two round-trip tickets to Providence.

Walrus' clients include Amazon, Bloomberg, Lowes Foods, Colgate and HBO.