When you think about defining icons of the Pacific Northwest, no one seems more appropriate than adventurers Lewis & Clark. 

  Or, in the in the case of Horizon Airs current Radio campaign, “Clark & Lewis,” two travelers with contrasting personalities, not unlike Felix & Oscar.

 “We took stock of what’s unique about Horizon in creating a message that would be memorable,” according to Dan Russo, marketing director for Horizon Air  “We are rooted in the Northwest and serve it better than any other airline.”

 Starting with Russo’s idea of “Clark & Lewis” jockeying for position, Los Angeles-based writer and creative director Tom Donohoe was assigned the task of crafting the very clever scripts for the Radio campaign.  Russo also made casting suggestions that worked out great.  

 Donohoe produced the commercials in Los Angles relying on the talented actors Patrick Wharbuton and Richard Kind. Wharbuton is known for his dry delivery, introduced first on Seinfeld, as Elaine’s boyfriend, “Puddy.”  Richard is a character actor from TV shows “Spin City” and “Mad About You.”

Left to right: Patrick Warburton (Lewis), Tom Donahoe (writer of radio ads), Richard Kind (Clark), and Dan Russo (Horizon Air director of marketing and communications).

  “The initial concepts made great sense,” said Donohoe. “We took a lot of poetic license but we sprinkled in relevant historical references to keep the spots entertaining and tie it back to the actual occurrences.” Keel boats, canoes and the frontier delicacy of buffalo hind are mentioned in the scripts, along with ‘Seaman,’ who was Lewis and Clark’s actual dog. 

 Basically, Donohoe was told to “write the funniest commercial that you can. Make the points you need to make but be funny as you can be.”

 “By far we have had more unsolicited public response on this campaign than from anything else we have done in the 15 years that I have been the marketing director,” said Russo. “People have written saying they turn up the Radio when they hear the commercials and that they have the commercials memorized.”  He added that teachers have written to tell them they appreciate the historical references.

 Horizon airlines serve 40 markets in the Northwest, as well as Western Canada, California, Arizona, and Colorado. The campaign is running primarily in Seattle and Portland, where, notes Russo, people spend a lot of time in their cars. More than half of Horizon’s media budget is devoted to Radio. Horizon also sponsors several northwest professional and college sports teams.

 The soft regional economy has had an impact on business travel, Russo said. Therefore the Radio has successfully promoted the express lines that allow Seattle-Portland travelers to get through airport security quickly. “The lines are working well for day travelers carrying just a briefcase.”

 In partnership with Thrifty Airport Parking and Car Rental, Horizon is offering those who fly Horizon between Seattle and Portland free parking when they rent from Thrifty.

 Writer Donohoe, now based in Los Angeles, has worked on for Horizon Air for several years. Also supporting Russo in marketing Horizon Air is Seattle-based media buyer, Susan Milke of Milke  Media.

  To take a listen, go to http://www.portlandradio.org/creative.html.

Heard a something special lately?  It’s time to let us know what we should consider for the February  Radio Spot-of–the-Month Award.   The PARC board will come decide what to recognize at its February 11, meeting.     Email your recommendations to monica@portlandradio.org.   Past monthly winners can be heard at www.portlandradio.org/creative.html

The Market X-Ray report reveals advertising spending in 40 business categories from Automotive to Utilities and everything in between.    Advertisers that run schedules on three or more stations are included in the Market X-ray spending report.   TV and Newspaper spending is also include.  Share of voice = share of market. Are you being heard?