Rebecca FackrellBrian Free

Jacob PetersNikki Sulvetta

American Airlines“We know why you fly.”

Centered around international business travel◦ Target market: international business travelers

Humorous/emotional approach to a normally unpleasant topic

Rebranding themselves and creating a new image for the airline

“Team Building” ad won the prestigious Cannes Lion Award

Award-winning Ad Campaign

Single page print ad

Strong use of imagery• little to no copy

Uses an emotional appeal

Slice-of-life execution

Print Media

Check flight times Check miles Plan a vacation

◦ Cruises◦ Car rentals◦ Hotels◦ Package deals

Do cool stuff◦ Make a postcard◦ Play “Match Me”

Interactive Media

Do you think the commercials are effective?

Do you have a specific airline preference?

Discussion Questions