Strategy

Marketing through baseball, the AirTran way.

AirTran's 2007 bid to buy Midwest Airlines Inc. failed, but it's still trying to take away part of Midwest's business with a new Milwaukee marketing push - along with a big increase in flights from Mitchell International Airport.

AirTran Holdings Inc., the carrier's corporate parent, will add 11 more daily departures this summer - up from its current schedule of 19 daily departures. AirTran is expected this week to announce details of its expanded Milwaukee schedule, including new destinations.

That boost in flights will be accompanied by more advertising and marketing.

That includes last week's announcement that AirTran signed an agreement with the Milwaukee Brewers for naming rights to Miller Park's right-field entertainment area. In what seems a fitting symbol of today's economy, AirTran Airways - known for its low fares - replaced the former sponsor, luxury automaker Mercedes-Benz.

Orlando, Fla.-based AirTran also will likely reach endorsement deals with one or two individual Brewers similar to the airline's billboards and radio spots featuring Donald Driver of the Green Bay Packers, said Tad Hutcheson, vice president of marketing and sales.

"We're starting to ramp up our marketing in Milwaukee," Hutcheson said. "As Milwaukee gets more flying in 2009, it'll get more investment and more focus and more attention."

About that right-field entertainment area:

AirTran's multiyear agreement with the Brewers gives it the naming rights to the AirTran Airways Landing Zone and other signs in the ballpark.

The Landing Zone is "great for television because of the visibility," said Rick Schlesinger, the Brewers' executive vice president for business operations.

"It gets national attention when someone hits a home run," Schlesinger said. "And the area is always sold out well in advance."

The Landing Zone can hold as many as 75 fans. It is an all-inclusive area in which groups get a game ticket, food and beverage.

The Brewers began group sales Saturday. The Landing Zone is usually among the first group areas to sell out.

If anyone from AirTran reads this blog and is interested in some partnerships with the Midwest League affiliate of the Brewers, drop a line to rattlerradio@aol.com. We've got a few ideas for you.