Northwest Charters LLC
Northwest Charters is by far one of my favorite projects. Shortly out of design school, I met the late Douglas Benetiz, a retired airline pilot from Kitsap County, WA. Northwest Charters LLC was Mr. Benetiz’ life dream—a small, local charter flight company offering charters throughout the Northwest territories, including Washington, Oregon, Idaho, Montana, British Columbia, and Alaska.
Benetiz requested a branding kit and magazine advertising campaign which was to be published in local Puget Sound magazines: “Seattle Weekly”, “425”, and “Northwest Travel Magazine”. He specifically asked that the campaigns capture a sense of adventure, which would target market segments of higher-salaried, middle-aged to retirement-aged men.
The magazine campaign plays on a “reinventing…” tagline system. Taglines like, “reinventing the tarmac,” “reinventing the final approach,” and “reinventing the window seat,” all capture that sense of adventure you can only experience in a small, single engine aircraft.
The magazine ads were supported by two post card mailers, capitalizing on the tag lines, “your backyard just got bigger,” and “brining you 1,903,083 square miles of backyard.”
Unfortunately, Mr. Benetiz lost his battle with colon cancer before he was able to realize his dream.