Brand: American Airlines
Execution: Online, Print and TV
Link: Click Here then click “Do Cool Stuff” and “See Ads” to get to the ads
Target: Flying Masses
Reviewer: Eva Lind-Mallo

Reviewer Profile: Eva runs the family wine business (including a grand cru from France, lucky her). She is a former Marketing Director at L’Oreal. Click Here for more info on Eva.

Rating: **

Description:

American Airlines started this campaign last fall in Online, Print, and TV replacing the tagline “Something special in the air” for “We know why you fly.” I am not so sure they do. Why are consumers continuing to favor Jet Blue, Frontier and Song?

What Works:

American needed to do something –this is AA’s first major re-branding effort since 1984, and a lot has changed since then. The reality is that airlines are a commodity product today. Price and schedule typically come first, and then there are the variables of frequent flyer programs, destinations served, in-flight comfort and reliability.

Something Sentimental in the Air: I’ll admit, at the beginning of the campaign, even a few of the spots got me thinking that they were trying to “humanize” the experience of flying. If American only had decided to maintain their service - pillows, blankets, food, more room through coach, it could have had the makings of a nice package.

What Doesn’t:

With the airline industry in chaos, American had an opportunity to make their brand stand out in the marketplace and to strengthen its relationship with customers. American had done some of that with the “More Room Through Coach”, making it a favorite among many coach flyers. However, they have since removed the extra space over the last year and are now back to LRTC (less room through coach), allowing competitor United to have the last laugh on that front - one of United Airlines new ads says, “Fly American and you could kick yourself. Literally.” Additionally, AA has stripped its brushed aluminum birds of pillows, food, even milk in coach (non-dairy powdered creamer is still available), as well as instituted reservation fees, even for elite customers.

Branding Bottom Line:

Who cares if you know why I fly? It is to get from point A to point B, folks. I only care if my plane leaves on time, has enough legroom that I don’t need a shoehorn to wedge myself in, is not on the EPA’s list of hazardous waste sites (clean would be nice) and doesn’t crash en route (point B in one piece is the endgoal).

American’s attempt at the “feel-good” aspect falls flat with the product delivery. It is unable to create a compelling reason to select American over any other legacy airline and is certainly not tipping the scales for anyone I know comparison shopping.

Press Release from American Airlines

American Airlines Launches New Ad Campaign

‘The Invitation’ Series Appeals to African-American Customer Base; Part of ‘We Know Why You Fly’ Brand Campaign.

FORT WORTH, Texas, May 5 /PRNewswire/ — American Airlines today launched a new advertising campaign to reach African-American customers. The initial phase of the multimedia campaign is an extension of the popular “We Know Why You Fly” campaign that began in September of 2004.

“The Invitation” campaign consists of three national magazine ads that will run May through December, encouraging African-Americans to fly American and American Eagle. The ads use lifestyle snapshots of everyday events that connect with family, friends and associates.”‘The Invitation’ is exactly what it says,” said Rob Britton, Managing Director of Brand Development and Advertising for American. “We want our customers to know we value them, we’re listening to them and we want to welcome them on board.”

“All three ads are warm and positive, saying we know why you fly and we invite you to fly with us,” said Allen Pugh, Executive Vice President and Director of Client Services, GlobalHue.

“Family Dinner” brings together family members from cities around the country to relax and remember how good food and good times lead to “Big laughs; Big family traditions; One big piece of pound cake.” The ad underscores that American’s wide network — including new routes from New York to Atlanta and Charlotte — makes it easy for families to continue their traditions of gathering in the city most convenient for them.

“Leadership Summit” appeals to the career-minded woman whose travels take her dreams to new heights and opens up myriad opportunities to make “New friends; New dreams; New possibilities.”

“To the Favorite Fishing Hole” depicts three generations of men who are sharing a family tradition that will bond them forever while creating “Moments to cherish; Wisdom to share; Bass to catch.”The ads will run in American Legacy, Black Enterprise, Ebony, Essence, Jet, Odyssey Couleur and The Green.