American Airlines wants consumers to consider “flying it forward.”
The Fort Worth-based carrier is launching a new ad campaign this fall that focuses on how employees and passengers make flying great. In print and television ads, American talks about smiling at your fellow passenger or helping someone put their bag in the overhead bin.
“If you could sit by anyone on a plane, would you choose you?” American asks in new print ads that will run in newspapers and magazines this fall. Television ads, which will begin running during the NFL season, also feature the company’s logo in a silhouette as it appears to be flying over destinations in American’s network.
Fern Fernandez, American’s vice president of global marketing, said the carrier has spent previous campaigns talking about new features on its planes such as lie-flat seats and in-flight entertainment.
“It felt like we were only talking about ourselves, and what really makes us great is our employees and our customers,” said Fernandez, who declined to disclose how much American is spending on the campaign. “We wanted to put the attention back on our customers and employees and create this mood, this feeling when you’re flying.”
American switched to a new ad agency, Crispin Porter + Bogusky, late last year after using the same creative team at McCann Worldgroup for more than 20 years. This is the first campaign with CP&B, Fernandez said.
Whether it’s asking a fellow passenger before you open the window shade or recline your seat, Fernandez said the ads focus on how simple etiquette makes flying great.
After running ads for a couple of years that said American was “going for great” after its emergence from bankruptcy and merger with US Airways, Fernandez said the new tagline declares, “The world’s greatest flyers fly American.”
“It’s really about a mindset,” Fernandez said.