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Posted by Balls Tate

Continental Airlines rolled out its new advertising campaign with a large TV and online media buy designed to highlight the main points of differentiation between the Houston-based carrier and its competitors. Given the $82 million media buy it will be difficult for travelers in Houston or New York to miss seeing the campaign’s slogan, “Fly Continental: We’ll Give You 1/3 of a Turkey Sandwich” plastered nearly everywhere.

Continental executives said they were delighted that the campaign highlights the key reasons why people like to fly Continental. “On other carriers, you’re not going to get 1/3 of a turkey sandwich,” said Larry “Cheeseburger in a Plastic Bag” Kellner, the airline’s CEO. “You’re going to be forced to pay $5 for a full turkey sandwich. While you’re watching live television. And stretching your legs beyond your own nose. If that’s what you want, you can fly the other guys. But if you’re looking for 1/3 of a turkey sandwich, and based on our surveys business travelers are, Continental is your only choice. Especially if you’re flying from Majuro to Guam.”

Continental also announced that it will continue its 1/7th of a can of soda program on all its 757-200 and 757-300 aircraft.