AirTran Relies On Direct E-mail Campaign.

Bucking the trend toward expensive TV and radio advertising campaigns to lure more passengers back to the airways, AirTran Airways is relying on direct e-mails to frequent flyers.

The Washington Post reports that Atlanta-based AirTran is advising their frequent flyers of special offers available only through AirTran’s Web site. Fares are loaded exclusively into AirTran’s system, bypassing other airlines’ CRS’, thus obviating the chance for other airlines to become aware of, and match, these cheaper fares for a time.

Tad Hutcheson, director of marketing for AirTran, said that AirTran ran advertisements only in the Atlanta newspapers and depended on e-mail to reach the rest of its customers. “It has a stealth element. It`s a lot cheaper,” Hutcheson said.