American Airlines today debuted its first campaign from its new creative agency of record Walton Isaacson, which was awarded the carrier’s general market business last year.
The agency previously held American’s multicultural account.
The “Life Awaits” campaign features multiple spots that will run on connected TV, online video, high-impact media, display, social and search. It breaks just before the peak holiday travel season.
One spot called “Check” and another titled “More” show scenes of diverse travelers utilizing the airline’s AAdvantage loyalty program and its services, such as its app, to make travel seamless.
“While customer loyalty is a classic brand goal, it’s exciting to work with American to communicate the brand’s loyalty to a diverse spectrum of travelers,” said Aaron Walton, CEO of the agency. “This campaign is grounded in nuanced cultural insights that resonate in unique and universal ways, reflecting the many ways in which American brings travelers a meaningful experience.”
American Airlines’ third-quarter revenue rose 0.1% to $13.48 billion, with the company citing “resilient demand environment and record-setting co-brand credit card and travel rewards program revenue”—both of which are featured in the new campaign.
By contrast, United and Delta reported revenue gains of 12.5% and 10.8%, according to their latest quarterly reports.
American’s third-quarter loss of $545 million stemmed in part from higher costs for jet fuel and a new agreement with its pilot’s labor union, according to the airline’s conference call.
American Airlines also lowered its guidance for the year. It now expects an adjusted profit of $2.25 to $2.50 per share for the year, compared with its previous forecast of $3 to $3.75.
Executives on the call, however, were optimistic, saying that demand for travel remains strong and there is an expectation that holiday bookings will beat last year’s numbers.
Read the article and check out the ads for American Airlines on Ad Age HERE.
