Fly Me

Red text above an illustration of a person standing sideways in a blue dress and black shoes on a white background

In the 1970s, in an attempt to set itself apart from other airlines, National Airlines hired an advertising agency to create an ad campaign. The airline’s new slogan “Fly Me” did indeed draw attention. Ads with beautiful, young women with the new slogan written boldly above their heads were found everywhere. The $9 million a year ad campaign was a success as bookings and brand awareness increased significantly. The airline kept the male customers happy by hiring only “young, slender, unmarried white women” as flight attendants. 

While the ad proved to be effective, it was also controversial. The National Organization for Women, as well as other women’s rights groups, objected to the campaign. Women found the ads to be sexist, objectifying, and called the airline a “flying meat market.” While these groups protested in the streets, the airline continued creating the ads. However, in 1971, the airlines lifted the restriction of hiring only women. In 1972, The Stewardesses for Women’s Rights formed. The “Fly Me” campaign is still taught in marketing and advertising classes as an example of a successful but controversial advertisement.