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American Airlines is
launching a fully integrated advertising approach that utilizes various media – television, print and online – to focus on
international premium class travelers and to increase awareness of American’s premium travel experience.
The campaign, created by TM Advertising, American’s longtime agency of record, is designed to support American’s premium class
Flagship Experience, focusing on the next-generation Business Class on American’s Boeing 777 and Boeing 767-300 aircraft.
To launch the advertising, American is introducing a new, 30-second TV commercial aimed primarily at international premium class
travelers. The spot exclusively features computer-generated imagery and will air in select markets during this year’s Academy Awards
program on Sunday, February 24.
Additionally, a new
micro-site on American Airlines' website, provides flyers with a virtual experience of American’s premium class offerings
while presenting the new Business Class service. The website, which will be available for use in eight countries, will be supported by print
and collateral advertising, direct mail, and public relations efforts.
“This Flagship Experience approach is different from what we’ve done in the past. It reflects how our brand is evolving, and it demonstrates
that we’re in tune with our customers’ needs,” said Dan Garton, American's Executive Vice President – Marketing. “Additionally, it brings to
life the improved experience American Airlines customers will enjoy as a result of our most recent enhancements to our Business Class
product. Whether our customers are working, enjoying a meal and a movie, or just relaxing, we know how important it is for them to be
comfortable on their flights.”
“Our creative concept is focused on the stream of consciousness someone could have when flying in American’s new international
Business Class,” said Bill Oakley, Group Creative Director for TM Advertising . “Online, we wanted to create a tremendously rich virtual
experience that reflects the extensive upgrades of premium services on American’s international flights. The idea of tapping into these
customers’ thoughts and creating various ‘worlds’ to reflect different personalities allowed us to develop a highly aesthetic and engaging
campaign that showcases what American’s new international Business Class experience is all about.”
American
Airlines completed the installation of its
next-generation Business Class product in December 2007 on its fleet of Boeing 767-300 aircraft and has installed the next-generation
Business Class product on half of its Boeing 777 aircraft, with the remainder slated for completion in 2008.
American’s new Business Class seats, designed by Recaro, are highly adjustable with five independent motors. They feature a bed length
of 76 inches and include privacy dividers, a unique track-forward ability and interlocking tray tables. Updated features also include personal
inflight entertainment devices with audio and video on demand, state-of-the-art cabin lighting, and sleek, ergonomically designed overhead
bins.
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