The posters highlighted the comfort of a World Business Class seat on Northwest Airlines compared to the discomfort of sitting long hours in an office chair. The message on the posters read: “Does your seat recline all the way down to 176 degrees?” By entering the workplace in such a surprising way the campaign became a talking point providing a refreshing break from the routine of the day, and so received a warm reception.

Northwest Airlines reported a 10% jump in sales on the same period the year before as a result of skyscrapers. The free publicity on CNNj (Japanese CNN) and Golf Channel amounted to an advertising value equivalent of US$8,930,000. Coverage also appeared in the leading regional and local advertising trade press.