ATA quick with ads saying it isn't leaving Midway

BY LEWIS LAZARE SUN-TIMES COLUMNIST

It was almost impossible to miss the message if you tuned in to certain radio stations or television channels this past weekend: American Trans Air "absolutely" isn't leaving Chicago.

ATA and its ad agency of record Romani Bros./Chicago moved quickly last week to completely revamp the airline's advertising after news outlets trumpeted that the financially troubled carrier could pull out of Chicago's Midway Airport, where it is currently the dominant carrier.

Romani Bros. partner Denny Hebson wrote the copy for the new spots that broke last Thursday and were expected to end Monday. The revamped ads were inserted in display space and airtime already purchased, Hebson said. Going forward, ATA would revert to fare sale-focused advertising, Hebson said.

The radio and television executions were intended to ease any concerns travelers might have about ATA remaining in Chicago and to keep its ticket sales revenue stream flowing. The new ads also played off the carrier's ongoing tagline: "Go easy. Go ATA."

If ATA's financial situation were to worsen, however, some observers speculated the carrier could still sell its airport gates to another carrier and lease back some or all of them, potentially opening the door for new discount carrier(s) to enter the Midway arena.

Hebson said all signs he had from the carrier indicate it fully intends to remain in Chicago. He said Romani Bros. already is working on advertising for ATA's new business-class service expected to debut on aircraft operating out of Chicago no later than November. The first markets to get the business product in October will be Los Angeles, San Francisco and Honolulu.