American Airlines to woo business fliers in new McCann ads

American Airlines is extending its "Fewer seats. More room" campaign with the launch of a new series of poster and press executions.

McCann-Erickson has developed the theme established by BMP DDB in its original television work. The campaign is McCann's first work for American Airlines since it won the account on a global basis earlier this year.

The 48- and 96-sheet posters, which break on 1 October and run for a month, convey the benefits of passengers having more room on American Airlines flights owing to the reduced amount of seats on each aircraft.

The posters are intended to encourage business travellers to reconsider American Airlines for transatlantic travel. They will support BMP's original TV work, which is being aired for the next three weeks.

The poster work is accompanied by a press campaign, which broke last week. With three new executions, the campaign aims to show how, by using American Airlines with its early arrivals and late departures, as well as seven flights a day, business travellers can get their business done and see a side of New York that only the natives know about.

The ads were written by Ivor Jones and art directed by Gary Woodward.

Media buying is through Universal McCann Manchester.

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