Northwest Airlines Corporation: E-Ticket campaign
Susan RislandOVERVIEW
With the "E-Ticket" advertising campaign Northwest Airlines, Inc., the largest subsidiary of Northwest Airlines Corporation, encouraged consumers to try its electronic ticketing system on the Internet instead of purchasing paper tickets via telephone or at an office such as a travel agency. The new service streamlined the process of booking a flight, checking in at the airport, and boarding the plane, and it eliminated the possibility that the ticket would be lost or stolen. Advertisements for Northwest E-Ticket began running in print media soon after the service was introduced in 1996 and...