Western Airlines - Advertising

Advertising

Western contributed to popular culture with their 1960s advertising slogan, "It's the oooooonly way to fly!" Spoken by the Wally Bird, an animated bird hitching a ride aboard the fuselage of a Western airliner, and voiced by veteran actor Shepard Menken, the phrase soon found its way into animated cartoons by Warner Bros. and Hanna-Barbera. Another famous advertising campaign by the airline centered on Star Trek icons William Shatner and Leonard Nimoy. Some of their last television ads, shortly before the merger with Delta, featured actor/comedian Rodney Dangerfield.

During the 1970s, they promoted themselves as "the champagne airline" because champagne was offered free of charge to every passenger over age 21. (As an aside, actor Jim Backus uttered the "It's the only way to fly!" phrase while piloting an airplane, somewhat inebriated, in the film It's A Mad, Mad, Mad, Mad World.)

Western Airlines was also famous for its "Flying W" corporate identity and aircraft livery. Introduced in the mid-1970s, the unique color scheme featured a large red stylized "W" which fused into a red cheatline running the length of an all-white fuselage. This new corporate identity was the subject of litigation by Winnebago Industries, which contended the new "Flying W" was too similar to its own stylized "W" logo. In their final years, Western Airlines slightly modified its corporate identity by stripping the white fuselage to bare metal, while retaining the red "Flying W" (albeit with a dark blue shadow). This color scheme was also affectionately known as "Bud Lite" due to its resemblance to a popular beer's can design.

Western Airlines was a favorite first class carrier for Hollywood movie stars and frequently featured them in their on board magazine, "Western's World". Marilyn Monroe and many other silver screen actors were frequent flyers and the airline capitalized on it. Western had a famous flyer out of Seattle: Captain "Red" Dodge. Red worked previously as a helicopter test pilot, and got involved with CIA flying in his later years when he wasn't flying as Captain on the DC-10. The movie "Breakout" starring Charles Bronson was based on his daring airlift of a CIA operative out of the courtyard of a Mexican prison. The Mexican government tried to extradite Dodge back to face charges. Red became wealthy leasing government storage units with unlimited government business but never again flew to Mexico.

The airline was also promoted in the Carpenters promotional video for the track "I Need to Be in Love", released in 1976. The video shows exterior footage of a DC-10 in takeoff and landing shots, as well as seating promotions for Western's FiftyFair seating product, with shots of a cabin setting depicting what looks like business class of the DC-10.