Travelers flying AirTran Airways out of New York’s LaGuardia Airport on Feb. 12 were greeted by a pit crew of Danica Patrick look-alikes. Four brand ambassadors sporting branded Andretti Green Racing t-shirts and Patrick’s signature long dark locks helped whisk customers through check-in by carrying luggage assisting customers at ticket kiosks and offering directions. Once they were checked in customers moved on to security by crossing a faux finish line marked by two checkered flags.
The speedy check-in theme does triple duty—reinforcing the airline’s loyalty program proposition (touted as the fastest free ticket on earth) promoting the airline’s Danica Patrick Pit Crew contest and leveraging AirTran’s fourth year as an Andretti Green Racing sponsor. AirTran customers can enter online at airtran.com/danica to win one of several prize trips offered to IndyCar Series races where they will become a member of Patrick’s race-day crew.
“Our overall objective was to bring attention to the Danica Pit Crew promotion with a fun innovative marketing event ”Tad Hutchison vp-marketing at AirTran told Buzz. “Whenever possible we like to involve our customers in the launch of a promotion so the airport is the best place for that to happen.” Agency: CKPR Chicago.