Twelve Big Ideas - Flying South? Go Northwest…The Story of An Upside-Down Map

In his speech at the American Association of Advertising Agencies (4A's) 1966 Central Region Annual Meeting, Robert J.

Twelve Big Ideas - Flying South? Go Northwest…The Story of An Upside-Down Map

Robert J. Nevin

I'm here to tell the story of an upside-down map – the competitive climate in which it was born – how it was developed – and a dandy sales chart that it helped in some measure to achieve.

This story is about a Northwest Airlines campaign to sell tickets to Florida, and is best told in terms of one particular market – Chicago – which is, of course, a well-spring of the Florida winter market.

During the past winter season, Northwest Florida sales out...

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