American Airlines Introduces First New Brand Positioning in More Than a Decade Program Leverages Historic Strengths and Reinforces Role of Employees at Heart

of Brand



    FORT WORTH, Texas, Sept. 9 /PRNewswire/ -- American Airlines today
 unveiled a new brand campaign, marking an important milestone in the company's
 market positioning.  American's first such initiative in more than a decade,
 the program includes a new tagline, "We know why you fly(SM)."
     The campaign is built around American's nearly eight decades of flying
 passengers around the world, and the deep understanding that can only be
 gained from those years of service.  Central to the brand program is
 American's workforce of 80,000 professionals worldwide.  The brand campaign
 also focuses on American's historic strengths -- including important
 attributes such as its global network, which every day flies more than
 200,000 people to 250 cities in more than 40 countries with nearly 3,800 daily
 flights*; AAdvantage(R) Travel Awards program, the world's first and most
 popular frequent-flyer program; and American's luxurious First-Class cabin
 accommodations.
     "With much of the airline industry in chaos, this is an opportunity for us
 to reinforce what our brand stands for in the marketplace and to strengthen
 our long-term relationship with customers," said Dan Garton, Executive Vice
 President-Marketing for American Airlines.  "For our customers, we know the
 flight is a means to an end.  It's not just a seat on a flight to a place --
 it's a seat on a flight to an important moment in your life."
     The company's new brand positioning will be supported by a comprehensive
 integrated, bilingual marketing program.  The advertising program includes
 television, radio, print and online ads in both English and Spanish.  The ads
 will appear nationally and in key local markets.
     The ads, featuring both customers and employees, illustrate the important
 linkage between the knowledge American employees possess and how that
 knowledge aligns with the reasons people fly, whether to attend a last-minute
 meeting or make it home in time to celebrate an anniversary.
     The marketing program also will feature a special Web site accessible
 through AA.com titled WhyYouFly.com.  The site will establish a dialogue
 between American and its customers, inviting customers to send in stories,
 photos and video that illustrate why they fly.  The site also will enable
 customers to view the program advertising, as well as learn more information
 about the features and functions of AA.com, such as online flight check-in,
 flight status notification and online reservations.
     The advertising campaign was created by TM Advertising, American's long-
 time advertising agency of record.  American Airlines and TM spent several
 months conducting consumer research leading to the development of the
 campaign.
 
     American Employees Central to Brand
     Because American employees are at the heart of the brand, the ad campaign
 will feature a Los Angeles-based employee in a speaking role in one of the
 commercials, as well as dozens of other employees who were identified through
 a company-wide open casting call that generated hundreds of responses.
     "For nearly 80 years, American employees have been the heart and soul of
 our airline, and have dedicated their careers to serving travelers from around
 the world," said Roger Frizzell, Vice President-Corporate Communications and
 Advertising for American Airlines.  "Who better than employees to feature in
 the advertising supporting our brand?  We're reinforcing our brand by
 highlighting what our employees do every single day to ensure our customers
 have a great experience.  We're proud to make our employees such an important
 part of our campaign."
     Frizzell said the company has been rolling out the brand positioning with
 employees through special volunteer brand teams established throughout the
 company.
 
      *Includes American Airlines and American Eagle; does not include
 AmericanConnection(R) service.
 
     About American Airlines
     American Airlines is the world's largest carrier.  American, American
 Eagle and the AmericanConnection(R) regional carriers serve more than
 250 cities in over 40 countries with nearly 4,200 daily flights.  The combined
 network fleet numbers more than 1,000 aircraft.  American's award-winning
 AA.com(R) web site provides users with easy access to check and book fares,
 plus personalized news, information and travel offers.  American Airlines is a
 founding member of the oneworld(SM) Alliance, which brings together some of
 the best and biggest names in the airline business, enabling them to offer
 their customers more services and benefits than any airline can provide on its
 own.  Together, its members serve more than 575 destinations in 135 countries.
 "AmericanAirlines," "American Eagle," "AmericanConnection," "AA.com" and "We
 know why you fly" are marks of American Airlines, Inc.
 
     About TM Advertising
     Founded in 1934, TM Advertising is one of the largest agency resources in
 the United States and has offices in Dallas, Houston, Austin, New Orleans and
 Toronto.  TM is an independently managed subsidiary of McCann WorldGroup, a
 part of the Interpublic Group, one of the largest advertising, marketing and
 communications resources in the world.  Agency clients also include the
 standard-setting brands of Adams Golf, Bell Helicopter, ExxonMobil, Popeyes
 Chicken & Biscuits, Texas Department of Tourism and Texas Instruments.  For
 more information, visit http://www.tm.com .
 
        GET A GREAT LOW FARE. AND A LOT MORE AIRLINE. AMERICAN AIRLINES.
 
 Current AMR Corp. (NYSE:   AMR) news releases can be accessed via the Internet.
                        The address is http://www.aa.com
 
 
                   AMERICAN'S NEW BRAND CAMPAIGN BACKGROUNDER
 
  For new brand positioning, American Airlines builds on its core strengths of
           employees serving customers worldwide for nearly 80 years
 
 Company strategy focuses on giving customers what they value -- a combination
  of experience, attributes, network, schedule and product offerings that are
                               unique to American
 
     "Back to the future" may be one way to describe the new American Airlines
 branding campaign.  The program, launching Sept. 13, 2004, leverages the core
 strengths of the company and focuses on the attributes that for decades have
 helped define American's success, making it the world's leading airline.  The
 new brand positioning -- American's first such initiative since the mid-1990s
 -- features the tagline, "We know why you fly(SM)."
     Leveraging American's deep understanding of the traveling public, the
 airline's brand campaign focuses on American's historic strengths and
 attributes that customers have valued for years.  Central to the brand program
 is the knowledgeable workforce of 80,000 American Airlines professionals
 worldwide; its expansive global network that each day flies more than 200,000
 people on nearly 3,800 flights* to 250 cities in more than 40 countries;
 AAdvantage(R) Travel Awards program, the world's first and most popular
 frequent-flyer program; and American's luxurious First-Class cabin
 accommodations.
 
     We Know Why You Fly
     The new branding campaign is designed to build demand for American
 Airlines, and to strengthen American's long-term relationship with its
 customers.  It will be supported by a comprehensive integrated, bilingual
 marketing program featuring the tagline, "We know why you fly."  The tagline
 underscores American's focus on its customers and its understanding of why
 people fly.
     According to Roger Frizzell, Vice President-Corporate Communications and
 Advertising for American Airlines, the advertising, which features both
 customers and employees, illustrates the important linkage between the
 knowledge American employees possess and how that knowledge aligns with what
 customers value.
     "In the advertising, at every point of contact with the customer, we
 demonstrate our employees' understanding of why people fly," Frizzell said.
 "This campaign builds on our core strengths yet is very contemporary in
 style."
     Ads were developed in both English and Spanish and will appear nationally
 and in targeted local markets, including:
      --  American's English-language ads initially will appear on local
          television stations in New York City, Chicago, Dallas/Fort Worth and
          Miami; on national cable television stations such as CNN, Bloomberg,
          ESPN, Discovery Channel, TNT, TBS and the National Geographic
          Channel; in national newspapers and magazines such as the Wall Street
          Journal, USA Today, Time, Newsweek, Kiplinger's Personal Finance,
          InStyle, Men's Health and National Geographic Traveler; and on
          Internet sites such as Forbes.com, CBS Marketwatch, Weather.com,
          Sports Illustrated's CNNsi.com and the New York Times' Web site.
      --  American's Spanish-language ads initially will appear on local
          Spanish-language television stations and in newspapers in Boston, New
          York City, Chicago, Miami, Los Angeles and Washington, D.C.; on
          Univision nationally; on Spanish-language radio stations in key
          markets; and in a dozen national Spanish-language magazines,
          including People en Espanol, National Geographic, Hispanic and
          Hispanic Business.
 
     American Employees Central to Brand
     Because American employees are at the heart of the brand, the marketing
 program will feature a Los Angeles-based employee in a speaking role in one
 commercial, as well as dozens of other employees who were identified through a
 company-wide open casting call that generated hundreds of responses.
     According to Frizzell, thousands of employees were given advance briefings
 on the new campaign.  Employees have responded positively to the new campaign
 featuring stories about them and what they do for customers every day.
     "While our new brand strategy speaks directly to customers, it also is
 designed to galvanize our employees," said Frizzell.  "This will enable us to
 continue pulling together to ensure the future success of American Airlines."
 
     Campaign Leverages Historic American Airlines Strengths
     At a time when there is significant change in the airline industry,
 American continues to remain focused on moving its business forward, setting
 itself apart from other airlines and drawing upon its core strengths to
 connect with its customers.  The new approach represents a natural progression
 from the company's marketing strategy.
     Almost 20 years ago, beginning in 1984, American created the tagline,
 "Something Special in the Air," and began building a deep relationship with
 its customers.  Throughout the 1980s and early 1990s, the airline used its
 brand marketing to demonstrate empathy for travelers and an understanding of
 what was most important to its customers.
 
 
     In the late 1990s, American led the industry in focusing on unique product
 attributes and special fare and service offerings that set the airline apart
 from its competitors.
     According to Dan Garton, Executive Vice President-Marketing for American
 Airlines, American is returning to its heritage, reviving its focus on key
 strengths, such as American Airlines' 80,000 knowledgeable employees who are
 unmatched in their relationships with customers and their understanding of
 what is important to airline travelers.
     "In recent years -- particularly with the emergence of low-cost airlines
 -- the industry has become focused almost exclusively on price," said Garton.
 "At American Airlines, while we're very focused on offering competitive
 prices, we also believe it is important to understand why travelers fly in the
 first place.  With that understanding, we're fiercely committed to offering
 products, features and customer service that our customers value, while still
 remaining very competitive on price.  It is this philosophy that is at the
 heart of our marketing strategy."
 
      *Includes American and American Eagle; Does not include
 AmericanConnection(R) service.
 
     About American Airlines
     American Airlines is the world's largest carrier.  American, American
 Eagle and the AmericanConnection(R) regional carriers serve more than 250
 cities in over 40 countries with nearly 4,200 daily flights.  The combined
 network fleet numbers more than 1,000 aircraft.  American's award-winning
 AA.com(R) Web site provides users with easy access to check and book fares,
 plus personalized news, information and travel offers.  American Airlines is a
 founding member of the oneworld(SM) Alliance, which brings together some of
 the best and biggest names in the airline business, enabling them to offer
 their customers more services and benefits than any airline can provide on its
 own.  Together, its members serve more than 575 destinations in 135 countries.
 "AmericanAirlines," "American Eagle," "AmericanConnection," "AA.com" and "We
 know why you fly" are marks of American Airlines, Inc.
 
 

SOURCE American Airlines, Inc.

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