American Airlines' new brand positioning in over a decade

MUMBAI: American Airlines has unveiled a new brand campaign in the US. This marks a milestone in the company's market positioning. Company's first such initiative in more than a decade, the programme includes a new tagline, "We know why you fly."



The campaign is built around the company's early 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 programme is American's 80,000-strong workforce worldwide.

The brand campaign also focusses on American Airlines' historic strengths -- including 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.



The company's new brand positioning will be supported by a comprehensive integrated, bilingual marketing programme. The advertising programme includes television, radio, print and online ads in both English and Spanish.



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 programme will feature a website The site will establish a dialogue between the company and its customers, inviting customers to send in stories, photos and videos that illustrate why they fly. The site will also enable customers to view the programme advertising as well as learn more information about the features and functions of, such as online flight check-in,

flight status notification and online reservations.

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories