Creative Strategy and Execution final paper for American Airlines

1. 1

2. 2

3. TABLE OF
CONTENTS
Background 4
SWOT Analysis 6
Strengths 6
Weaknesses 7
Opportunities 7
Threats 8
Strategy Stament 9
Creative Brief 10
Day in the life 11
Print Magazine 13-14
Transit 15-16
Radio 17
TV Commercial 18
Non-Traditional 19-22
Emerging Media 23
Conclusion 23

4. 4
Background
American Airlines humbled beginnings in the airline industry began “carrying U.S. mail from St.
Louis,Missouri to Chicago, Illinois. After 8 years of mail routes, the airline began to form into what it is
today” (History of American Airlines, n.d.).
American Airlines, founded in 1930 and formerly a unit of AMR Corporation, is currently the 3rd
largest airline in the United States serving over 330 different destinations in 54 countries and employs
approximately 100,000 people worldwide (Holmes, 2016). It’s headquarter is located in Ft. Worth,
Texas, and has eight main hubs located in: Dallas Ft. Airport, Kennedy International Airport, Los
Angeles International Airport, Miami International Airport, O’Hare International Airport, Philadelphia
International Airport, Ronald Reagan Washington National Airport and Sky Harbor International Airport
(Dharmarajan, 2015).
In 1998, American Airlines announced the launch of Oneworld – an alliance of the world’s
leading airlines working as one. Today, Oneworld is composed of 14 of the world’s leading airlines
and around 30 affiliates; providing travelers access to other international airlines under the same
network (Introduction to Oneworld, 2015).
The alliance with other world’s leading airlines helped American to continue be the number
one largest airline in the U.S., until the terrorist attacks on September 11, 2001 when two American
Airlines planes were used as instruments of the tragic event that killed nearly 3,000 people (History.
com, 2010). Following the events, thousands of flights were canceled at the direct cost to airlines, and
as a result of the massive financial lost American laid off 7,000 employees to stay afloat (Logan, n.d.).
In order to compensate with the financial strains, airlines, including American, began passing
on the fees – such as baggage, extra carry-ons, in-flight meals, etc., – to the consumer and making
“the overall customer flying experience go down” (Goldschein, 2011).
After the terrorist attacks, the U.S. economy tremble and fuel prices increased; this only added

5. 5
to the already financial stress the airline was dealing with, and in an attempt to remain competitive in
2011, American Airlines filed for Chapter 11 bankruptcy as a result of the combination between the
current debt and the loses from the terrorist attacks from 2001 (Schmidt, 2016).
“Airlines have benefited from consolidation, which has reduced completion, thus easing some
pressure on pricing” and later in 2013, AMR Corporation and US Airways Group came together to
form American Airlines Groups (Schmidt, 2016). According CEO Dough Parker “we are taking the
best of both US Airways and American Airlines to create a formidable competitor, better positioned to
deliver for all of our stakeholders…” (Corporate Communications AA, 2013).

6. 6
SWOTAnalysis
Strengths Weaknesses
• 8 strategic airport hubs in the U.S.
• Wide reach with over 163 destinations
• OneWorld Alliance network
• Provide in flight entertainment in all seats
• Poor customer service
• High competition on international flights by
foreign carriers
• Doesn’t cater to middle class & budget
traveler
• AAdvantage program
Opportunities Threats
• Merger/Acquisition of other airlines
• Expand into new geographic markets
• One of the oldest, most established carriers
• Social Media outlets
• Fuel prices changes
• Low-cost carriers’ expansion
• Unions
• Government regulations and restrictions
Strengths
The merger in 2013 positioned American Airlines as the largest fleet airline with $42.6 billion in
group revenues (Top ten: How the world’s biggest airlines ranked in 2014, 2016). This, in conjunction
with the 8 strategic airport hubs located in major cities and with over 163 destinations provide ease of
connectivity with other routes and gives the airline a major network advantage.
Free in flight entertainment is now available in all flights, creating a better in flight experience.
This perk provides a major strength for American as other carriers don’t offer it or if they do, it is for an
additional charge. According to a study by the North America Airline Satisfaction “when passengers
choose an airline based on reputation or experience — as opposed to cost or schedule — satisfaction
and brand loyalty increase” (Keeney, 2015).
Since its early years, American Airlines has pride itself with serving customers that “American
calls its high-value customers, who fly a lot and buy first-class and business-class tickets” (Elliott,
2014). As a result, the Oneworld Alliance Network has been a major strength for the airline providing
its customers a greater access to a large range of “services and benefits that no single airline could
offer on its own, making your worldwide travel easier and more rewarding” especially for the target
audience that American serves (Oneworld Alliance, n.d.).

7. 7
Weaknesses
According to the American Customer Satisfaction Index, airlines have a low customer
satisfaction score in general (ACSI Retail Report 2014, 2015). But for American Airlines, this is a
major weakness especially when customers overflow the tweeter sphere with negative sentiments
with more than 590,000 Twitter posts (Elliott, 2015). In 2014, the Department of Transportation
“received 3,083 service complaints about American Airlines, 546 more from previews year. It’s the
third most-complained about airline, behind United Airlines and Frontier Airlines” (Elliott, 2015).
The Open Skies Agreements allows air carriers partners unlimited market access increasing
competition for American Airlines from three major gulf carriers forcing them “to abandoned most
flights to the Middle East or India, because they cannot compete with the lower fares offered”
(Mouawad, 2015). This is a major weakness for American if it’s trying to reach more global
destinations.
A study by Altitude Media Inc., found that the main target audiences for American include
First and Business class travelers, with a media age of 47 years old and a mean income of $98,300
(American Airlines, 2015). The AAdvantage loyalty rewards program is specifically designed for
business travelers, and a wide list of additional business travel services are also available for this
audience. While the tickets are more expensive than other low-cost carriers, “the perks in business
class are better;” however it lacks to reach to the middle class and budget travelers (Stone, 2013).
The latest changes to the AAdvantage program where the airline “award points based on
dollars spent with the airline, instead of based on distance flown” seems to be a downgrade from
what customers were used to. Grant Marin, a travel reports from skift.com says that “frequent flier
mile reductions could damage the airline’s reputation with customers” (Alcorn, 2016).
Opportunities
A report by the Boston Consulting Group found that millennials “spend 13% more than non-

8. 8
millennials per airline ticket; they’re 60% more likely to upgrade for seats with extra leg and head
room; more likely to spend for amenities such as WI-Fi and in-flight entertainment; but they are also
more interested in discounts, airline packages, and low-cost carriers like Jet Blue and Southwest; and
they are more likely to use the mobile and travel applications of traditional carriers like Delta, United
and American” (Cederholm, 2014). Perhaps the recent merger with US Airways can provide American
the opportunity to redefine its target audience to reach a younger generation of business travelers.
Since 1930, American Airlines has served the business travelers. As one of the oldest and
most established carriers, American can leverage on its long-standing history and the long list of
airport hubs located in strategic cities that provide easy access to other transfer routes to expand
internationally by partnering with other lucrative markets such as Asia and African markets.
American Airlines has over 1.35M of followers on Twitter, but it’s last tweet was three days ago
on August 26. For a company that travels around the world, its social media should be more active.
There is a major opportunity to utilize the social networks to extend the brand reach while creating
meaningful relationships with its customers.
Threats
Fuel is one of the major dependent areas that American relies on to do business, and with the
wavering fuel costs, this could hamper the airlines bottom line.
In addition, as more budget travelers would choose a low-fare airline, this have begun to cut
into the biggest airlines bottom line and backfire into their bottom line. The effects of this are reflected
into thousands of jobs being cut, delayed flights, union demands, and so on.
Last but not least, Government regulations and restrictions can take a hit on the airline’s
bottom line as more consumers complain about the service. The larger the airline becomes, the more
regulations the government may impose as an attempt to protect the consumer.

9. 9
Strategy Statement
The advertising for the new American Airlines brand will convince Millennials (18 – 34 years
old) and generation X (34 – 54 years old) business entrepreneurs that American Airlines is the
airline of preference for those that travel and seek to have the best of a comfortable and productive
travel experience. The support will be a brighter and adventure driven campaign that appeals to all
the senses creating a more positive association with the brand. The tone will be energetic, hopeful
and empowering to make fliers feel that their work matters and by flying with American Airlines to
contribute to the world becoming a better place is only the beginning.

10. 10
Creative Brief
Why are we advertising?
The airline is seeking to reestablish a position among the top business class airline.
Whom are we talking to?
Business/entrepreneur males between ages 25 and 45, who seek experiences that emphasize au-
thenticity, efficiency, comfort, transparency and value.
What do they currently think?
American Airlines has below average customer service and expensive prices. Business travel is more
of a pain than a positive experience.
What would we like them to think?
Flying can be uncomplicated… American Airlines is the preferred flying airline among business entre-
preneurs that seek the best of a comfortable and productive travel experience.
What is the single most persuasive idea we can convey?
The experience of flying with American Airlines is only the beginning to your next big business idea…
Why should they believe it?
American Airlines focuses on the business/entrepreneur class and understands the importance of
helping businesses reach new locations by offering comfort, productivity and value.
What is the personality we want to convey?
The new American Airlines personality should convey that it is forward-thinking, diverse, innovative,
persistent and with a sense of purpose.
Are there any Sacred Cows?
The new brand for American Airlines should embrace the long-standing legacy of the airline and its
contribution to the Oneworld alliance group.
Are there any creative guidelines?
Print, online, social media, interactive media, signage and display advertisement.

11. 11
Day in the life
Austin is a graphic designer, visual artist, and a photographer, married to Kylee, an elementary
school teacher, living in a suburban neighborhood in Phoenix, Arizona. Combined, he and his wife earn
$85,000 per year. Austin mainly works from his home-office equipped mostly with apple products. Both,
Austin and Kylee like going on mission trips to serve communities around the world at least once a year.
While they like to hang out with friends and family, they mostly communicate via text.
Austin wakes up at 5:30 am and goes to the gym for an hour. While he works out, he catches
up the news on his Twitter and Snapchat feed, while listening to a creative entrepreneur podcast. He
comes back home and takes a quick shower as Kylee finishes packing for the two of them and calls
for an Uber ride to take them both to the airport. Kylee is flying along Austin to Chicago where he’ll
meet with a prospective client for a major re-brand project, while Kylee visits family and friends.
At the airport, Austin heads over to American Airlines counter where he pulls off both their
confirmation tickets from his phone and checks-in two bags and paying the fee of one with his
CitiBusiness AAdvantage Platinum card.
As he waits for Group 1 boarding that comes as one of the perks of having the AAdvantage
card, he pulls his MacBook out of his backpack and begins to check his email while Kylee texts her
mom. Group 1 begins to board, and Kylee Instagrams a picture of the two of them with a quote “About
to board flight to Chicago. Can’t wait to explore a new place #AmericanAirlines #FlyingWithStyle”.
The flight attendant begins to give the initial flying instructions and reminds people about their
in-flight entertainment available. Kylee selects a movie from one of the 160+ selections and gets
herself comfortable as Austin pulls out his computer, iPad and phone and begins working on some of
his current clients’ projects, but soon he realizes that his computer will need to be charged and plugs
it to one of the power outlets located in the business class seat.
During their flight both, Austin and Kylee get a coffee and a package of biscoff cookies.

12. 12
Half way through the flight, Austin also tweets about his experience “Nothing like getting some
work done while flying to meet a new client… Thanks @AmericanAirlines for offering in flight WI-fi!
#FeelingProductive”.
Once the plane lands, and as they begin to exit the plane, the attendants thank them for flying
with American Airlines, feeling more connected to the overall brand experience.
As they walk over to pick up their luggage, Austin and Kylee get a text notification that tells
them exactly what carousel they can pick them up, making the experience even more personalized.
While waiting for their bags, Austin gets an Uber ride to take them to their hotel. Since he was able to
get some work done during the flight, he decides to check-in to leave his bags in their room and take
the night off to explore the city before his meeting first thing in the morning the next day.

13. 13
Print Magazine
Print Executions
One full page
VISUAL: Work-travel related items such as a passport, money, headphones, watch,
notebook and a mini plane.
HEADLINE: An experience that inspires
COPY: It’s not about where you’ve been; it’s about where you’re going!
LOGO: American Airlines horizontal version
MANDATORIES: (none)
Visual Elements Descriptions
Copy: Using a San-serif font and with all caps letters, the copy block should be
flushed left. The first two lines will be regular style, and the second lines will be
bold to create an emphasis to the journey theme.
Logo: The American Airlines logo should be flushed right. ¬
Headline: The headline should be placed directly below the logo.
Image: Full bleed, 4/0. A wooden palette pattern will be used as a background and
at the bottom of the page work-travel related items such as a passport, money,
headphones, watch, and notebook surround an airplane.

14. 14

15. 15
Transit
Print and Installation Executions
Poster and airplane seats
VISUAL: A young woman covered with American flag looking up to the sky
somewhere in the country.
HEADLINE: Don’t just fly… soar
SUBHEADLINE: Making travel a wonderful adventure
LOGO: American Airlines horizontal version
MANDATORIES: (none)
INSTALLATION: American Airlines seats with the brand’s logo on it.
Visual Elements Descriptions
Logo: The American Airlines logo centered at the top of the printed ad billboard.
Headline: The headline should be placed almost close to half the page.
Subheadline: The subheadline will be placed just below the logo at the top.
Image: Young woman covered with the American flag, the environment of the location
should reflect the land of America.

16. 16

17. 17
Radio
SFX: CINEMATIC EPIC MUSIC, AND FADE UNDER
VO: Because it is not the things you do in life you’ll regret…
VO: but the things you don’t…
VO: And because it’s not about where you’ve been;
VO: but where you’re going…
VO: At American Airlines we know traveling is more than the seeing of sights
VO: It is about making this life a wonderful adventure
SFX: SOUND OF A PLANE FLYING
VO: Don’t just fly… soar to new heights with American Airlines!
SFX: SOUND OF A PLANE FADE OUT
SFX: MUSIC OUT

18. 18
TV Commercial
:40 TV
“A Wonderful Adventure”
This spot is a compilation of adventures across the world and supported by Charlie Chaplin’s speech
from “The Great Dictator”.
1. OPENS WITH A VIEW OF TRAVELING
THROUGH CLOUDS [00:02]
2. CHARLIE CHAPLIN’S SPEECH BEGIN
3. COMPILATION OF ADVENTURE CLIPS
AROUND THE WORLD
4. SPEED UP BY PACE OF FOOTAGE TO
MATCH SPEECH INTENSITY [00:14]
5. TEXT OVER MOVING CLOUDS: IT’S NOT
ABOUT WHERE YOU’VE BEEN; IT’S ABOUT
WHERE YOU ARE GOING! [00:02]
6. AMERICAN AIRLINES LOGO (FADE TO
DARK) [00:02]
SFX: MUSIC BEGINS
SFX: A WONDERFUL ADVENTURE V0
REPETE 2X TO SIMULATE ECHO [00:02]
SFX: MUSIC FADES OUT

19. 19
Non-Traditional
Blog
“In Between Meetings” Series
Every business traveler knows that there is always an hour or two, ‘in between meetings’,
to take a quick break. The “In Between Meetings” series will support the Radio and TV commercial
concepts by encouraging travelers to make the best of their business trip through the new blog series
that shares travel content about must-see, must do, must-try sights; after all it’s all about where you
are going!
The blog would be hosted as an adjacent section of American Airlines website and mobile app.
In the mobile app, customized content, pulled from the blog, would be deliver to match the traveler’s
destination, and will be easily distinguished by introducing colors that resemble the visited location.
Each blog content would feature a top ten list of things to do per location, from restaurants,
museums, historical buildings, events and more. The feature sights will also include a one paragraph
explanation and a vivid photo that tells the story and entices the reader to try it out, or if nothing else
consider it.

20. 20
In addition, a link to the specific city content will be included in the flight check-in reminder
emails that travelers receive before their departure. Travelers are also encouraged to share about
their own experience in social media and submit reviews using hashtag #ItsAboutWhereURGoing.

21. 21
Social Media Contest
#ItsAboutWhereURGoing #MakingTravelAnAdventure
Getting new and fresh content for the blog can be a big job for one person or one team, and
the expense can be outrageous. But by making the content to be user-generated, it would allow
American Airlines to not only maintain its blog up-to-date with relevant information, but also increase
brand loyalty among travelers that already like sharing content!
Sharing Photos
Travelers can share their favorite memories/photos of the places they’ve visited while in
businesses trips using hashtag #ItsAboutWhereURGoing. Every week, the best photos will be
compiled and put together into a slide video and encourage users to spot their photos and share it.
Examples
American Airlines Explorer Program
American Airlines in partnership with GoPro will take exploring new places to a new level. The
#ItsAboutWhereURGoing contest will give away GoPro cameras to those that sign up to be a part of
the American Airlines Explorer program, in which a selected group of people, that flight more than 10
times a year, commit to document their visited travel places and help contribute to the blog.
Just like the GoPro campaign that “started with hiring professional stuntmen and extreme

22. 22
athletes to show off the capability of its small high-performance cameras” and soon became a new
trend “with people mentioning the company’s cameras in hopes of becoming GoPro’s next star”;
American Airlines #ItsAboutWhereURGoing contest will intend to do the same by turning travelers
into fans and involving them into the content curation (Landau, 2014).
InstaMeet
And to celebrate diversity, food and travel, American Airlines will also take advantage of
the annual Worldwide InstaMeet event hosted by the Instagram Community every year. American
Airlines will give a certain number of free flights to bring together a group of people from all over
for the annual Worldwide InstaMeet event at their main hub airport in Dallas, TX. The hashtag
#ItsAboutWhereURGoing will be asked to be used by all the free-flight winners. The collection of
photos shared at the event will be collected and shared in the blog.
Traveling to new location comes with an added senses of adventure that can spark new ideas,
develop new relationships and create new communities. For American Airline travelers, the world
is just a playground, and using the hashtag #ItsAboutWhereURGoing in social media is the way
travelers remind us all that soaring to new heights can be a wonderful adventure!
Example

23. 23
Emerging Media
In flight entertainment can be taken to whole new level by utilizing Virtual Reality, that would
allow passengers to immerse in a virtual world that is more unique and interactive.
In addition, VR in flight entertainment can provide a glimpse of the flying destination, products,
movies, and even the pre-flight information that attendants are usually responsible for. The Virtual
Reality glasses would allow passengers to transform the cabin environment into a universe of
possibilities.
Conclusion
After 100 years, the airline industry is faced with the challenge of juggling to offer convenience
and quality of service for a low cost. The perceptions and expectations of flying have changed
drastically since its early beginnings, challenging airlines to find ways to remain competitive.
Perhaps is time to move past the gimmicks and look at how American Airlines can embrace
that traveling is more than the seeing of sights, it is about making the world your home by providing
opportunities where people can experience new things, explore new places, create new connections
or simply stay in touch with old ones. Part of making traveling a wonderful adventure is that it is not
about where people have been, but being a part of helping take them where they are going next!

24. 24
References
Alcorn, C. L. (2016). More Bad News for American Airlines’ Frequent Flyers. Retrieved August 29,
2016, from http://fortune.com/2016/07/18/american-airlines-aadvantage-partners/
American Airlines. (2015). Retrieved August 29, 2016, from http://www.altitude-media.com/
demographics/american-airlines/
Cederholm, T. (2014). Travel preferences for millennials versus non-millennials. Retrieved August
29, 2016, from http://marketrealist.com/2014/09/travel-preferences-of-the-millennials-versus-non-
millennials/
Corporate Communications AA. (2013). AMR Corporation and US Airways Group Come Together to
Build the New American Airlines. Retrieved August 28, 2016, from http://phx.corporate-ir.net/phoenix.
zhtml?c=117098&p=irol-newsArticle&id=1883003
Dharmarajan, S. (2015). Does New American Airlines Really Need 8 U.S. Hubs? Retrieved August
28, 2016, from http://www.bloomberg.com/news/videos/b/b5e9fb0b-0288-426f-9fdc-0d39ac83c6a6
Elliott, C. (2015). Why are fliers avoiding the world’s largest airline? Retrieved August 28, 2016,
from http://www.usatoday.com/story/travel/advice/2015/05/17/american-airlines-customer-
service/27360549/
Elliott, S. (2014). Ads for American Airlines Seek ‘Great’ Results. Retrieved August 28, 2016, from
http://www.nytimes.com/2014/11/17/business/media/ads-for-american-airlines-seek-great-results.
html?_r=0
Goldschein, E. (2011). 13 Ways The U.S. Airline Industry Has Changed Since 9/11. Retrieved August
27, 2016, from http://www.businessinsider.com/how-the-us-airline-industry-has-changed-since-911-
2011-9#our-flying-experience-has-faltered-10
History.com. (2010). Flight 93. Retrieved August 27, 2016, from http://www.history.com/topics/flight-93

25. 25
History of American Airlines. (n.d.). Retrieved August 28, 2016, from https://www.aa.com/i18n/
customer-service/about-us/history-of-american-airlines.jsp
Holmes, F. (2016). These are the 7 biggest US airlines. Retrieved August 27, 2016, from http://www.
businessinsider.com/these-are-the-7-biggest-us-airlines-2016-4/#3-american-
Introduction to Oneworld (2015). Retrieved August 28, 2016, from https://www.oneworld.com/news-
information/oneworld-fact-sheets/introduction-to-oneworld
Keeney, L. (2015). Survey says: Airline customer loyalty driven by service, not price. Retrieved August
28, 2016, from http://www.denverpost.com/2015/05/12/survey-says-airline-customer-loyalty-driven-
by-service-not-price/
Landau, J. (2014). GoPro’s marketing plan turns it into top YouTube brand. Retrieved September 26,
2016, from http://www.nydailynews.com/news/national/gopro-marketing-turns-top-youtube-brand-
article-1.1875573
Logan, G. (n.d.). The Effects of 9/11 on the Airline Industry. Retrieved August 27, 2016, from http://
traveltips.usatoday.com/effects-911-airline-industry-63890.html
Mouawad, J. (2015). U.S. Airlines Face Uphill Struggle Against Mideast Rivals. Retrieved August
28, 2016, from http://www.nytimes.com/2015/12/15/business/us-airlines-face-uphill-struggle-against-
mideast-rivals.html?_r=0
Oneworld Alliance. (n.d.). Retrieved August 28, 2016, from https://www.american-airlines.co.kr/intl/ch/
travelInformation/owAlliance.jsp
Schmidt, A. (2016). American Airlines Group: Its Beginnings and Its Evolution. Retrieved August 28,
2016, from http://marketrealist.com/2016/06/american-airline-group-look-evolution-company/
Schmidt, A. (2016). Why the American Airlines–US Airways Merger Was Inevitable. Retrieved August
28, 2016, from http://marketrealist.com/2016/06/american-airlines-merger-us-airways-inevitable/

26. 26
Stone, M. (2013). 5 Reasons You Should Fly Business Class Instead Of First. Retrieved August 29,
2016, from http://www.businessinsider.com/5-reasons-you-should-fly-business-class-instead-of-
first-2013-10
Top ten: How the world’s biggest airlines ranked in 2014. (2016). Retrieved August 28, 2016, from
https://www.flightglobal.com/news/articles/top-ten-how-the-worlds-biggest-airlines-ranked-in-415274/