Outdoor Campaign of the Month: American Airlines

What was the idea?

To raise awareness that American Airlines offers fully lie-flat seats in First and Business Class on all flights between London and New York. American is also the only airline to offer wi-fi across the Atlantic. The use of fully liveried taxis with free 4G wi-fi and a 30-second ad on the interior digital screen gave passengers an all-encompassing American Airlines product experience during their journey.

What was the media strategy?

With an objective to drive brand consideration among business flyers in London, we launched our biggest out-of-home campaign to date. The campaign appeared across the
London Underground and rail networks, premium large-format roadside sites, wi-fi-enabled taxis, Heathrow Airport, the Heathrow Express, Canary Wharf and a digital network that reaches executives in the corporate environment.

How did you use outdoor?

On entry to the taxi, passengers were met by a welcome message on the interior digital screen prompting them to connect to free 4G wi-fi. Upon doing so, they were taken to a campaign landing page on aa.com, which provided access to a virtual tour of our new planes.

In addition, a 30-second ad played on the screen, providing customers with more information on American’s transatlantic flying experience. Tip seats and branded receipts also reinforced key messages and provided a call to action to learn more about American.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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