Midwest Airlines
The Situation
Midwest Airlines’ reputation as the “Best Care in the Air” – featuring gourmet on-board meals and complimentary, fresh-baked on-board chocolate chip cookies on every flight – has resonated with both consumers and competitors since first taking off in 1984. In December 2006, low-cost carrier AirTran launched an unsolicited $345 million hostile takeover bid to acquire Midwest. The bid was swiftly rejected by Midwest’s management. While Midwest fought off takeover efforts amid AirTran’s public overtures of a flawed business plan, MMG Mardiks aimed to reinforce Midwest’s unmatched service, loyalty among passengers, viable growth plan and strategic business model, not to mention complimentary on-board chocolate chip cookies.
The Strategy
MMG Mardiks highlighted the core values that enable Midwest Airlines to fly successfully in the face of cost- and comfort-cutting trends set by AirTran and other no-frills carriers. By leveraging Midwest’s chairman and CEO Tim Hoeksema in top-tier media interviews, the agency presented a passionate industry icon that protects the interests of passengers. As the longest-standing CEO of any domestic carrier, Hoeksema’s vision, dedication and compassionate prose grasped the interest of top-tier media, particularly in contrast to AirTran’s hostile tactics. By complementing corporate news with lifestyle messaging, MMG Mardiks was able to showcase the differentiators that enable Midwest to fly against the no-frills trend. Aiming to reach a broad cross section of American consumers, business travelers and industry pundits, the agency pitched top U.S. daily newspapers, key trade publications and national television morning shows.
The Results
MMG Mardiks pitched and secured major national placements, including a feature story by Marilyn Adams for USA Today’s Money section. Additionally, the nationally syndicated Rachel Ray Show featured Midwest’s signature chocolate chip cookies as the “Snack of the Day.” Other key coverage included Airport Business Online, Airliners.net, The News Journal (Wilmington, Delaware), Tripso.com, Google Finance News, Air Transport World and Airline Business. Media impressions following AirTran’s bid totaled 25 million.