qqflyboy
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AA: New Brand And Ad Campaign This Fall

Wed Sep 01, 2004 5:56 pm

I just read on the company website AA is introducing a new brand along with new ad campaigns this fall. It has invited all employees to numerous information sessions throughout the system for the month of September. I have no idea what this entails, but decided to fly to DFW on Thursday to find out for myself. Any AAers here been to one of these info sessions yet? Any ideas? I highly doubt this involves a livery change, but could have more to do with AA introducing a new uniform (as they said would come for all employees, but no timeline was given) and a new public image.

This is what Jetwire said, "In the coming weeks, American Airlines will unveil a new brand strategy, accompanied by a series of new television and print advertisements in support of the AA brand."

The info I saw on this said we would be able to watch some of the new ads and we'd be introduced to this new brand. I'm curious as hell and will be sure to share what I find out on Thursday.

[Edited 2004-09-01 10:58:35]
The views expressed are mine alone and do not necessarily reflect my employer’s views.
 
KKMolokai
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RE: AA: New Brand And Ad Campaign This Fall

Wed Sep 01, 2004 6:32 pm

Qqflyboy,

These "branding" sessions are to introduce a new marketing/branding approach AA is taking in select markets. No new uniforms and/or livery I'm afraid. Simply a new approach in marketing various cities.

I too am planning to attend the first meeting, scheduled for THU/02SEP. Will keep you posted.

We are the people of American Airlines. And we know why you fly.
 
qqflyboy
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RE: AA: New Brand And Ad Campaign This Fall

Thu Sep 02, 2004 9:42 am

The information the company is offering seems uncharacteristically vague. Why go to such great lengths to introduce such minor changes to the employees? In the past, new advertisements have been placed on Jetnet for all to view. This seems to be more substantial than that, but I'm afraid in the end it will be a lot of hoopla for nothing.
The views expressed are mine alone and do not necessarily reflect my employer’s views.
 
LambertMan
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RE: AA: New Brand And Ad Campaign This Fall

Thu Sep 02, 2004 9:42 am

If they change the livery, it will be a travesty.

Long live the silverbird.
 
ILSApproach
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RE: AA: New Brand And Ad Campaign This Fall

Thu Sep 02, 2004 9:54 am

AA would never change that livery, no need to worry about that. Scheme is to well known. Next to PanAm or TWA, AA's has to be the most recognizeable left to date.

Is UAL doing a new commercial at MHV or GYR................just kidding


 Acting devilish
 
B777FA
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RE: AA: New Brand And Ad Campaign This Fall

Thu Sep 02, 2004 10:06 am

Actually AA is trying to get new uniforms for its flight attendants ( dont know about the rest of the workforce). A commitee has been formed with various F/As from systemwide to look into it and take ideas from all F/As flying the line. I recently flew with one of the F/As on the panel who is based here at JFK and he said that there were 3 designers AA was looking at working with, one of which he was meeting with (John Bartlett - NY designer) a week after we flew. The others he mentioned were Ralph Lauren and Donna Karan. Of course the uniforms will not be not be out for a while..but I thought it was interesting  Smile/happy/getting dizzy
 
GoAllegheny
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RE: AA: New Brand And Ad Campaign This Fall

Thu Sep 02, 2004 11:27 am

Does anyone have clips of the two AA commercials from early 2002? One might have been called "Engines" or something like that? They were pretty good, especially post-9/11. They had the drumming music throughout.

Thanks.
 
BlueSky1976
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RE: AA: New Brand And Ad Campaign This Fall

Thu Sep 02, 2004 11:31 am

They don't need to change the livery. They just need to replace that ugly-@$$ polished bare metal with pearl-coat silver. It would look soo much better...
POLAND IS UNDER DICTATORSHIP. PLEASE SUPPORT COMMITTEE FOR DEFENSE OF DEMOCRACY, K.O.D.
 
spacecadet
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RE: AA: New Brand And Ad Campaign This Fall

Thu Sep 02, 2004 1:17 pm

AA would never change that livery, no need to worry about that. Scheme is to well known.

People said the same thing about United's livery (pick one), Pan Am's, Delta's, etc. Hell, people probably said it about AA's previous livery. If you grow up only knowing one livery for an airline, you tend to think that's just the way it's always going to be, but it's never forever...

Liveries change. AA's current livery is not their first and it will change again at some point, though it's obviously not a big priority for them right now. And the current livery is probably pretty cheap to apply, so no big rush. But their livery will change someday, you can bet on it.
I'm tired of being a wanna-be league bowler. I wanna be a league bowler!
 
MAH4546
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RE: AA: New Brand And Ad Campaign This Fall

Thu Sep 02, 2004 1:23 pm

They don't need to change the livery. They just need to replace that ugly-@$$ polished bare metal with pearl-coat silver. It would look soo much better...


Who cares what it looks like? The fact that AA does not paint their planes saves them the cost of painting planes (which is very expensive) and saves them millions of dollars in fuel, since paints adds a significant amount to a planes weight. They pride themselves in leaving the majority of their planes unpainted, and that is unlikely to change. Why would they add to their costs?
a.
 
qqflyboy
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RE: AA: New Brand And Ad Campaign This Fall

Thu Sep 02, 2004 3:57 pm

I really don't think this has anything to do with a livery change, but I am curious as hell as to why it's so hush hush. You can't access any info on the employee website except for schedules for these info sessions. As I mentioned above, new ad campaigns are simply put on the employee website for us to view. This just seems so much more substantial.
The views expressed are mine alone and do not necessarily reflect my employer’s views.
 
latinaviation
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RE: AA: New Brand And Ad Campaign This Fall

Thu Sep 02, 2004 9:00 pm

The fact that AA does not paint their planes saves them the cost of painting planes (which is very expensive) and saves them millions of dollars in fuel, since paints adds a significant amount to a planes weight.

When I worked for American, the emphasis was always on the fuel savings. One of the finance directors told me that the cost to paint an airplane versus buff the skin, as AA has to do, actually mitigates much of the paint vs. no paint savings. The real savings comes from less fuel.

It's no secret in the analyst world that AA is going to eventually overhaul it's pricing structure, but on a systemwide basis versus hub-only as DL did in CVG and, more broadly, US has done. I would suspect AA is contemplating matching NW's fee for making a reservation in person or at the airport, though I don't think they'll be the second one to match the GDS shared cost approach.

AA is also eventually going to introduce a new Business Class seat, but I didn't get the impression it will be in the near future.

So, perhaps, it's a combination of new advertising, brand awareness, pricing structure, inflight service (buy on board), amongst, perhaps, some other enhancements.
 
Okie
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RE: AA: New Brand And Ad Campaign This Fall

Thu Sep 02, 2004 10:11 pm

Oh, lets have some fun here

The Gyro conspiracy- FA bonuses dependent on how many pita sandwiches and T-shirts that can be hawked to the passengers off the galley cart.

Fly by the Pound- Ticket prices based on how much you and your luggage weigh.

LTLRTC- Less Than Less Room Through Coach. MD-80 with 199 seats.

Fly for Gas- As oil prices seem to be peaking all passengers will be required to bring a 5 gallon can of Jet-A to the airport.

New Brand? Hopefully not another TED SONG. Maybe more IFE coming to select domestic routes.

Okie
 
KKMolokai
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RE: AA: New Brand And Ad Campaign This Fall

Fri Sep 03, 2004 2:24 am

I attended the first branding meeting this morning. It highlighted AA's upcoming new advertising/branding campaign, which is scheduled to roll out on Sept. 13th. New TV commercials, print ads, magazine ads, etc. will highlight American's new tag-line: "We Know Why You Fly."

Employees will soon receive CD-ROMs mailed to their homes (courtesy of MasterCard, and at no cost to AA) which will include the new TV commercials and ads.

New uniforms for select work groups (details unknown) was also briefly mentioned.
We are the people of American Airlines. And we know why you fly.
 
KKMolokai
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RE: AA: New Brand And Ad Campaign This Fall

Fri Sep 03, 2004 2:34 am

"I would suspect AA is contemplating matching NW's fee for making a reservation in person or at the airport, though I don't think they'll be the second one to match the GDS shared cost approach."

AA is indeed following suit, and will begin charging a ticketing fee starting on Sept. 7th. Online bookings will not change, however, any reservations/ticketing done over the phone with AA Reservations, will be charged a $5 service fee. All new reservations/ticketing done at the airport will be assessed a $10 service fee.

There will be a few exceptions: Ticket reissues, prepaid, bereavement fares, military fares, employee ID90/ZED fares. AAdvantage Executive Platinum members (and anyone in the same PNR/reservation) will also be exempt from such fees.

A press release is scheduled in the next few days with all the details.
We are the people of American Airlines. And we know why you fly.
 
ord
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RE: AA: New Brand And Ad Campaign This Fall

Fri Sep 03, 2004 2:55 am

"Who cares what it looks like? The fact that AA does not paint their planes saves them the cost of painting planes (which is very expensive) and saves them millions of dollars in fuel, since paints adds a significant amount to a planes weight."

According to a Boeing study, a bare metal plane offers no costs savings versus a painted plane:

"Although the net operating cost of polished airplanes is slightly more than that of painted airplanes, no compelling reason generally exists to choose one type of livery over the other."

"Though the weight of paint adds to fuel consumption, the fuel-cost savings offered by polished surfaces is outweighed by the cost of maintaining the polished surfaces."

http://www.boeing.com/commercial/aeromagazine/aero_05/textonly/fo01txt.html

For whatever it's worth, several people I travel with have commented that American's scheme looks very mismatched (like BlueSky1976 said), specifically the way the gray painted surfaces (tail, nose, engines, wing fairings, etc.) do not match with the polished surfaces.
 
qqflyboy
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RE: AA: New Brand And Ad Campaign This Fall

Fri Sep 03, 2004 3:39 am

KKMolokai... thanks for the update. I decided not to travel to DFW today as it would have meant a 12 hour day for a 2 hour meeting. I am glad to attended one of the earlier sessions and posted so quickly! Thanks!

Ord... I knew someone would bring that up. I would have to believe American's 35 years of experience with it's current livery over a report compiled over a few test flights. Yes, the livery is classic and I believe should not be changed, but there must be economic benefits to it or it wouldn't have lasted this long.
The views expressed are mine alone and do not necessarily reflect my employer’s views.
 
ord
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RE: AA: New Brand And Ad Campaign This Fall

Fri Sep 03, 2004 3:57 am

KKMolokai... Who said anything about a few test flights? The Boeing study seems to be based on their engineering expertise with various operators and is an unbiased opinion. Anyway, if there were economic benefits to a bare metal plane I'm sure an airline like Southwest or AirTran would have implemented it as well since they're so gung-ho on keeping costs to a minimum. Also, I remember TWA had an experimental bare metal scheme around 1980 put on a 727 to see if it saved money. Their conclusion was it did not and it was never implemented. I believe there is no difference between bare metal and paint and you apparently do. Let's just agree to disagree.
 
User avatar
EA CO AS
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RE: AA: New Brand And Ad Campaign This Fall

Fri Sep 03, 2004 5:36 am

A press release is scheduled in the next few days with all the details.


Hours is more like it.

From http://www.aa.com

AA To Implement Service Fee



To help us continue to offer high value and effectively compete in a fiercely competitive marketplace, American Airlines and American Eagle will implement a $5 service fee for those tickets purchased through our U.S. reservations centers and a $10 fee for tickets purchased at U.S. airport locations. The service fees will be waived for AAdvantage Executive Platinum members and AAirpass customers.

AA.com continues to offer self-booking and ticketing options with no fee.

Effective Monday, September 6, 2004, the non-refundable fee will apply per ticket, whether travel is one-way or roundtrip, and also will apply to tickets redeemed as AAdvantage program awards.

These steps are necessary to ensure that we can compete effectively in a marketplace where charging fees for personalized, value-added services is becoming a common practice. We thank you for your business and your continuing loyalty to American Airlines.



"In this present crisis, government is not the solution to our problem - government IS the problem." - Ronald Reagan

Comments made here are my own and are not intended to represent the official position of Alaska Air Group
 
flybyguy
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RE: AA: New Brand And Ad Campaign This Fall

Fri Sep 03, 2004 6:25 am

Goallegheny - I have the Engine.mov and the other one, but I'm not sure how to get that to you.

Okie - The Gyro conspiracy- FA bonuses dependent on how many pita sandwiches... Fly for Gas- As oil prices seem to be peaking all passengers will be required to bring a 5 gallon can of Jet-A to the airport.

very funny, let's hope it does not become a reality.

KKMolokai- New TV commercials, print ads, magazine ads, etc. will highlight American's new tag-line: "We Know Why You Fly."

All that money into marketing think-tanking and that is the best they come up with... "We know Why You Fly."?

I know why I Fly... Because its too darn far to drive...  Smile

As for the uniforms... I like the current uniforms, they look very elegant and professional. I don't know how they could make them any better... Perhaps slap on Ralph Lauren as previously mentioned? Nothing like a designers name to make a Hanes T-shirt worth a hundred bucks.  Yeah sure

Although I have my qualms with American for its cut throat fares to Latin America and the Caribbean, without an inch of customer appreciative improvements on those routes... Its still the best way at least to get to certain Caribbean islands.

AA all the way...





[Edited 2004-09-02 23:26:15]
"Are you a pretender... or a thoroughbred?!" - Professor Matt Miller
 
AF-A319
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RE: AA: New Brand And Ad Campaign This Fall

Fri Sep 03, 2004 6:51 am

DO NOT CHANGE THE LIVERY!!

Sorry for the caps, but it comes from the bottom of my heart!
 
KKMolokai
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RE: AA: New Brand And Ad Campaign This Fall

Fri Sep 03, 2004 9:47 am

"KKMolokai... Who said anything about a few test flights? The Boeing study seems to be based on their engineering expertise with various operators and is an unbiased opinion. Anyway, if there were economic benefits to a bare metal plane I'm sure an airline like Southwest or AirTran would have implemented it as well since they're so gung-ho on keeping costs to a minimum. Also, I remember TWA had an experimental bare metal scheme around 1980 put on a 727 to see if it saved money. Their conclusion was it did not and it was never implemented. I believe there is no difference between bare metal and paint and you apparently do. Let's just agree to disagree."


Ord, you're directing this at the wrong person ... This wasn't my qualm.
We are the people of American Airlines. And we know why you fly.
 
ord
Posts: 1356
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RE: AA: New Brand And Ad Campaign This Fall

Fri Sep 03, 2004 10:50 pm

KKMolokai...My mistake, sorry about that. My comment was meant for Qqflyboy.
 
qqflyboy
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RE: AA: New Brand And Ad Campaign This Fall

Sat Sep 04, 2004 12:55 am

Ord... I'll agree, to disagree.

But, even this year Gerard Arpey wrote of the economic benefits of polish versus paint in his column in American Way. Why don't other airlines have silver birds? It's synonomous with AA. AA has had The "Silver Bird" for so long now, any other US carrier with the same would be mistaken for AA, regardless of what's on the tale.

Now I'm done... promise.  Smile
The views expressed are mine alone and do not necessarily reflect my employer’s views.
 
ual777contrail
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RE: AA: New Brand And Ad Campaign This Fall

Sat Sep 04, 2004 1:18 am

They probably HAD to come up with a plan to save money, not the one where UAL goes under and we feed on their floated Caracas. Good for AA, they realize we aren't going anywhere. Smile

UAL 777 CONTRAIL
 
AA767400
Posts: 1892
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RE: AA: New Brand And Ad Campaign This Fall

Sat Sep 04, 2004 1:37 am

UA777CONTRAIL, Do I sense bitterness towards something? And what the hell does UA have to do with any of it? Next time, why don't you post something that is relevant to the topic!  Yeah sure
"The low fares airline."
 
aacun
Posts: 432
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RE: AA: New Brand And Ad Campaign This Fall

Sat Sep 04, 2004 11:09 am

ua777contrail,

I've been at AA for a long time, and to generalize and say that AA is just waiting for UA dismissal really sounds childish. We stand together as employees, and wish for the best, not only at our airline, but at the others as well. We have our own problems to solve, and at least I feel good that we have been able to deal with them without having to go thru bankruptcy. And yes, although I dont agree with all the things that have changed at our airline, I dont waste my time bashing every other airline out there. I think we all need to concentrate on how were going to solve our own company's problems, and then we can go out and complaint about others....
Long live the legacy carriers!!!!!!!!
 
jetBlue
Posts: 347
Joined: Sun Sep 05, 2004 9:12 am

RE: AA: New Brand And Ad Campaign This Fall

Sun Sep 05, 2004 9:23 am

Flybyguy - I've been looking for those 2 commercials for a long time! Formerly an AA employee, I just loved them. I have read the forums for about 2 years now, and got a membership today so I could contact you to get copies of those commercials.

Could you contact me via email to figure out a way to get a copy made? That would be wonderful. Thanks! rodrigo777@lycos.com


jetBlue
We know for you it's not just a seat on a flight to a place. It's a seat on a flight to your life.