To differentiate itself from the competition, Wade Boelter, vice president and general manager of Minnesota Air, said, “Our TV creative is in the form of 15-second spots. Consumers will see us twice during the same break. This accomplishes two things. Customers retain more information because they’re seeing our commercials twice in a short period of time and our dealers get maximum impression for minimal investment. It’s a win-win for everyone.”

The TV spots emphasize home energy savings, environmentally sound products, and Carrier’s 100-year anniversary. In addition to the spots, Minnesota Air is rolling out a print campaign using newspapers, direct mail, and a free offer featuring former Minnesota Twins baseball star Kent Hrbek.