With Ayer's Quinlan, Reitz also launched a new ad strategy. Continental was, by then, posting the best on-time record in the business, and passengers were voting it the nation's best airline in annual surveys conducted by J.D. Power & Associates. The "Work hard. Fly right" campaign in 1998, which was inspired by an irreverent series of ads touting Continental's Newark, New Jersey hub, drove to the heart of what the company was becoming. This was an airline that could have fun -- but damn it, it got you home on time.