Airlines are ramping up initiatives geared to younger consumers to strengthen their brand in a competitive market.
A decade ago, while talking to an Atlanta radio station, Tad Hutchinson, VP of marketing and sales for AirTran Airways, proposed the airline offer a special deal to the station's listeners. For $99 round-trip, anyone with the station's discount card could fly stand-by on any AirTran route. But the station balked.
"We were all ready to go," he recalls. "We were going to call it ...