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LAXintl
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AA New Marketing Tagline "Going For Great"

Sat Oct 11, 2014 11:40 pm

According to AA employee newsletter AA will soon be rolling out a marketing campaign with focus on Chicago, Los Angeles and New York with the "Going for Great" tag line.

According to Fern Fernandez American VP Marketing, the company seeks show all the great things happening at American in these 3 highly competitive and fragmented markets where AA has not marketed as heavily as competitors in recent years.


American Airlines has new tagline for L.A, NYC and Chicago - "Going For Great"
http://www.briansumers.com/home/2014...la-nyc-and-chicago-going-for-great

=


I don't know about you, but "going for great" does not seem very capturing for me. I guess we'll have to see the actual materials that go along with the monkier.
From the desert to the sea, to all of Southern California
 
nutsaboutplanes
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RE: AA New Marketing Tagline "Going For Great"

Sat Oct 11, 2014 11:56 pm

this is a good thing for AA...time to get back to advertising and showing the outstanding product that AA has adopted as the company reinvents itself. The new 321T is a phenomenal product as is the 77W. The reconfigured 772 is a winner....saw the first one the other day and cant wait to try it out......flew on a 321H last week in Y and enjoyed the IFE....great product, modern cabins....AA is on the move!
American Airlines, US Airways, Alaska Airlines, Northwest Airlines, America West Airlines, USAFR
 
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mercure1
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 3:26 am

So we have.

AA - Going for great

DL - Keep climbing

UA - Flyer Friendly
mercure f-wtcc
 
nutsaboutplanes
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 3:30 am

Quoting mercure1 (Reply 2):

When you put them side by side, I like AA's tag line. It is certainly better than the previous "We know why you fly"....I never like that one.
American Airlines, US Airways, Alaska Airlines, Northwest Airlines, America West Airlines, USAFR
 
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DL_Mech
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 3:34 am

I thought that Pan Am "Makes the Going Great".............
This plane is built to withstand anything... except a bad pilot.
 
United1
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 3:59 am

Quoting mercure1 (Reply 2):
UA - Flyer Friendly

Actually UAs official tagline is "Fly the Friendly Skies"..... (insert word here) Friendly is tailored to whatever product or city they are advertising in.

ie: WiFi Friendly, Great Big World Friendly

Quoting LAXintl (Thread starter):
I don't know about you, but "going for great" does not seem very capturing for me. I guess we'll have to see the actual materials that go along with the monkier.

Kind of sounds like they are admitting that their product needs improvement...not really a great tag line in my view.
I know the voices in my head aren't real but sometimes their ideas are just awesome!!!
 
9w748capt
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 4:07 am

Quoting nutsaboutplanes (Reply 1):

this is a good thing for AA...time to get back to advertising and showing the outstanding product that AA has adopted as the company reinvents itself. The new 321T is a phenomenal product as is the 77W. The reconfigured 772 is a winner....saw the first one the other day and cant wait to try it out......flew on a 321H last week in Y and enjoyed the IFE....great product, modern cabins....AA is on the move!

sounds like you haven't had the pleasure of dining with Dougie for the past month? Granted they're retracting some of the enhancements, but the "new american" isn't anywhere close to what it used to be.
 
nutsaboutplanes
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 4:10 am

Quoting 9w748capt (Reply 6):

Flew LAX-JFK two weeks ago in business and found it quite enjoyable.
American Airlines, US Airways, Alaska Airlines, Northwest Airlines, America West Airlines, USAFR
 
aajfksjubklyn
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 4:41 am

I can't stop humming the united ads lately. They are on TV a bit. I'm an AA'er. Bring back silver bird take me there.
 
lostsound
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 6:33 am

Going for great...

That's not good. That means they are not yet great, that they are just trying to be. lol
 
nutsaboutplanes
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 6:38 am

Quoting Lostsound (Reply 9):

I see it akin to Deltas "keep climbing" as it represents a relentless focus on improvement. All in how you look at it.

Personally, I would have been thrilled with "something special in the air"               
American Airlines, US Airways, Alaska Airlines, Northwest Airlines, America West Airlines, USAFR
 
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Faro
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 7:35 am

Quoting Lostsound (Reply 9):

Going for great...

That's not good. That means they are not yet great, that they are just trying to be. lol

And that they may not even make it to great...they are only 'going' as you said, not necessarily achieving nor even giving some indication that they're trying hard enough to achieve...


Faro
The chalice not my son
 
uberflieger
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 11:22 am

Quoting nutsaboutplanes (Reply 10):
something special in the air

Definitely a favorite of mine, but no longer reflective of our time, IMHO.
In a world where social media exposes failure instantly, promising something you can't keep easily makes you the butt of a joke at the Colbert Show  
"Going For Great" is a positive message everybody can identify with. Everybody wants to be the best they can, knowing all too well we don't always achieve it.   
 
jfjk
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 1:45 pm

It's not that different to one of the most successful taglines in history....."We try harder"
 
miaami
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 1:59 pm

This was the best advertising for AA, IMO


http://youtu.be/_uYVzedMrXE

[Edited 2014-10-12 07:01:06]

http://youtu.be/gd4gAHmRJWo


[Edited 2014-10-12 07:03:59]
 
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Revelation
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 2:32 pm

Quoting LAXintl (Thread starter):
"Going For Great"

... "But Still Stuck on Lousy" ...  
Quoting LAXintl (Thread starter):
I don't know about you, but "going for great" does not seem very capturing for me.

  
Wake up to find out that you are the eyes of the world
The heart has its beaches, its homeland and thoughts of its own
Wake now, discover that you are the song that the morning brings
The heart has its seasons, its evenings and songs of its own
 
global2
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 4:05 pm

Quoting miaami (Reply 14):

AAgreed!
"Doing what we do best!"
 
WA707atMSP
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 5:45 pm

Quoting miaami (Reply 14):
[Edited 2014-10-12 07:01:06]

http://youtu.be/gd4gAHmRJWo[Edited 2014-10-12 07:03:59]


THE BEST airline slogan, ever!

I was really disappointed in 1985 when AA switched to "something special in the air" - much more generic and bland.

Quoting jfjk (Reply 13):
It's not that different to one of the most successful taglines in history....."We try harder"

"Doing what we do best" and "We try harder" were two of the memorable ad campaigns created by Doyle Dane Bernbach.
 
alfa164
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 5:51 pm

Quoting AAjfksjubklyn (Reply 8):
Bring back silver bird take me there.

The silver birds are disappearing... being replaced with a dull, dirty-looking gray... with a tacky LCC-looking tail...  
I'm going to have a smokin' hot body again!
I have decided to be cremated....
 
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enilria
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 6:17 pm

Quoting LAXintl (Thread starter):
Going For Great
Quoting Lostsound (Reply 9):
Going for great...

That's not good. That means they are not yet great, that they are just trying to be. lol

Going for Great Chinese Food...see you later.
 
alfa164
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 6:18 pm

Quoting enilria (Reply 19):
Going for Great Chinese Food...see you later.

Going for the Grate - my fireplace needs replacement...
I'm going to have a smokin' hot body again!
I have decided to be cremated....
 
civetfive
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 7:32 pm

Going for Great implies that they are not currently great. Not the best choice IMO
 
alfa164
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 7:43 pm

Quoting civetfive (Reply 21):
Going for Great implies that they are not currently great. Not the best choice IMO

At least they are being honest...   
I'm going to have a smokin' hot body again!
I have decided to be cremated....
 
Longhornmaniac
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 7:52 pm

Quoting WA707atMSP (Reply 17):
I was really disappointed in 1985 when AA switched to "something special in the air" - much more generic and bland

Mind you, I wasn't around for "doing what we do best," but to this day, I think "something special in the air" is the best airline slogan ever done.

Cheers,
Cameron
Cheers,
Cameron
 
MAH4546
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 7:56 pm

Quoting nutsaboutplanes (Reply 7):
Quoting 9w748capt (Reply 6):

Flew LAX-JFK two weeks ago in business and found it quite enjoyable.

Because LAX/SFO-JFK/MIA escaped the US Airways' massacre that is AA's new in-flight product.

But the new product was so bad, and was receiving so many complaints, AA is reversing some of the changes starting this Thursday.
a.
 
AABB777
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 8:06 pm

Quoting Mah4546 (Reply 24):

AA should also reinstate Flagship Service on the DCA/BOS/IAD-LAX transcon flights.
 
MAH4546
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 8:22 pm

Quoting AABB777 (Reply 25):
Quoting Mah4546 (Reply 24):

AA should also reinstate Flagship Service on the DCA/BOS/IAD-LAX transcon flights.

Absolutely. And JFK/MIA-SEA/SAN/etc.
a.
 
brilondon
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 9:30 pm

Quoting 9w748capt (Reply 6):

sounds like you haven't had the pleasure of dining with Dougie for the past month? Granted they're retracting some of the enhancements, but the "new american" isn't anywhere close to what it used to be.
Quoting alfa164 (Reply 18):

The silver birds are disappearing... being replaced with a dull, dirty-looking gray... with a tacky LCC-looking tail...

I think instead of coming up with clever slogans they should be investing in their on board offerings and focused less on their look or their tag lines. Then when that improves, they can make up a clever tag.
Rush forever Closer To My Heart
 
learjet1969
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 9:31 pm

It all plays into Doug's vision to "Restore American to be the Greatest Airline in the World" and how are we going to do that? "We are going to be as good as or slightly better then the competition" I ask, how is that Great?
 
GSPSPOT
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 10:02 pm

Quoting uberflieger (Reply 12):
Everybody wants to be the best they can, knowing all too well we don't always achieve it.   

Perfectly stated. Bravo! Hope AA rolls the campaign out in other markets as well.
Great Lakes, great life.
 
allegiantflyer
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RE: AA New Marketing Tagline "Going For Great"

Sun Oct 12, 2014 11:52 pm

Just Curious - When did the "Proud To Bear The Name American" commercials fade away?

I was little when it was out but I still think it was the coolest advertisement for an airline. Especially one that does bear the name 'American".
 
nyc2theworld
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 12:48 am

Quoting AllegiantFlyer (Reply 30):
Just Curious - When did the "Proud To Bear The Name American" commercials fade away?I was little when it was out but I still think it was the coolest advertisement for an airline. Especially one that does bear the name 'American".

That was their short lived 9/11 campaign since one of their planes was involved in the attacks.
Always wonderers if this "last and final boarding call" is in fact THE last and final boarding call.
 
Tan Flyr
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 12:54 am

2 of the best were:.."Doing what we do Best"
&. "The On-Time Machine"

Customers appreciate being ON time..and making your systems work..rolling hubs or banked hubs...better make sure you have the resources to make them work effectively. and ON time.
 
DL WIDGET HEAD
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 1:06 am

Quoting Tan Flyr (Reply 32):
Customers appreciate being ON time..and making your systems work..rolling hubs or banked hubs...better make sure you have the resources to make them work effectively. and ON time.

They should stay away from that tagline "The on-Time Machine" as their on-time numbers are about as bad as can be.

http://finance.yahoo.com/news/hawaii...ta-lead-time-flight-160508682.html
 
questions
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 1:35 am

I personally liked, "More Room Throughout Coach"... when there actually was!!
 
777fan
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 1:38 am

Quoting alfa164 (Reply 20):
Going for the Grate - my fireplace needs replacement...

"Going for the Grate"…sounds "cheesy," as does "Going for Great." I understand the humility and constant striving for improvement, but it sounds like an endeavor that's destined to tread water for the foreseeable future. Who has been consulting AA on their new slogan and "bleh" livery? The merger provided them with a blank canvas to re-establish the brand but to date, those attempts look feeble at best.

Conversely, UA and WN both appear to be stepping it up a notch. UA's in-flight safety video is a riot, and I find their current slogan along with the route map smiley face to be unusually creative for a firm that has been nothing more than a bowl of vanilla ice cream (marketing wise) for two decades.

777fan
DC-8 61/63/71 DC-9-30/50 MD-80/82/83 DC-10-10/30 MD-11 717 721/2 732/3/4/5/G/8/9 741/2/4 752 762/3 777 A306/319/20/33 AT
 
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RyanairGuru
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 1:53 am

Quoting uberflieger (Reply 12):
"Going For Great" is a positive message everybody can identify with. Everybody wants to be the best they can, knowing all too well we don't always achieve it

I agree, which is why I think this sounds like an internal tagline, one to rile up the troops, rather than one for marketing purposes. My employer has an external marketing slogan, and then one we use internally on employee communications. Until recently it was "Proud to be [insert company name]" and has just been changed to "A little better every day". I preferred the previous one, as - despite being very cringeworthy - it hinted at a "proud" team mentality. Neither is used on external communications. "Going for great" fits with this, IMHO.

"Keep Climbing" (and now I think about it "Keep Discovering") were different in that while they suggest striving for continual improvement, they could also be about constant discovery, experiencing new destinations etc. In short, they built more "excitement" as they were more metaphorical. "Going for great" doesn't achieve that IMHO.

Now I'm on the subject of AA taglines, I always felt that "We know why you fly" was very flat, as every time I heard it I thought, "to get where I'm going". It didn't actually make me a feel excited about AA, but rather created the idea of them as a mass transit provider just going through the motions to get me there. QF sort of ripped it off with "You're the reason we fly", and while the execution was atrocious and the line was therefore dropped after only a couple of months due to negative blowback, I think that one word difference made such a difference to the sentiment as it made it so much more "personalized".
Worked Hard, Flew Right
 
a318
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 2:14 am

This was always my favorite AA tagline... I also like the previous "We're glad you're here" as well, it just felt welcoming to hear onboard and not in a korny kind of way.

https://www.youtube.com/watch?v=Rts3ezaXQBs
 
Flighty
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 2:16 am

TWA... the most comfortable way to fly.
 
uberflieger
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 9:36 am

Quoting RyanairGuru (Reply 36):
this sounds like an internal tagline, one to rile up the troops, rather than one for marketing purposes

That's what's so ingenious. "Going For Great" rings positive with everybody. I'm certain American will also use it internally.
Does anybody know if McCann Erickson created it? Their 'The legend is back' campaign for AA's new 321T service is phenomenal.
 
seatback
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 1:40 pm

Quoting nutsaboutplanes (Reply 10):
Personally, I would have been thrilled with "something special in the air"
Quoting Longhornmaniac (Reply 23):
Mind you, I wasn't around for "doing what we do best," but to this day, I think "something special in the air" is the best airline slogan ever done.

Great. Now I'll be humming "Something STICKY in my hair" all day.
 
eaglepower83
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 2:09 pm

Quoting brilondon (Reply 27):
I think instead of coming up with clever slogans they should be investing in their on board offerings and focused less on their look or their tag lines. Then when that improves, they can make up a clever tag.

Uhh, they have many departments and contract ad firms. I'm sure coming up with that tag line didn't rob the organization of that much horsepower.
 
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jetblastdubai
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 2:20 pm

Quoting mercure1 (Reply 2):
So we have.

AA - Going for great

DL - Keep climbing

UA - Flyer Friendly

EK - Hello Tomorrow   
 
Tan Flyr
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 3:03 pm

Quoting DL WIDGET HEAD (Reply 33):
They should stay away from that tagline "The on-Time Machine" as their on-time numbers are about as bad as can be.

yes, That is why I said they need to put the effort behind that also someday soon. Everyone wants to be on time.

https://www.youtube.com/watch?v=NiItdXYitZ8

IMHO..once they integrate fully US & AA...the goal of being great must include being " On Time". I still think the sound and sight of the DC10 gives a connotation of power and speed.
Although now any commercial must include the 321T, 773 and maybe even , by then, the 787.
 
Flighty
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 3:08 pm

Quoting Tan Flyr (Reply 43):
I still think the sound and sight of the DC10 gives a connotation of power and speed.

Ah yes - their campaign should feature glorious DC-10s.  
 
jacobchoi
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 4:32 pm

CX - People, we make an airline.
 
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LAXintl
Topic Author
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 6:53 pm

Appearing already

https://pbs.twimg.com/media/Bz19KXsCIAAZZUl.png:large

=
From the desert to the sea, to all of Southern California
 
OP3000
Posts: 345
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 7:32 pm

Its not a catchy tagline and not very original -- basically the same underlying message of the Delta campaign that was rolled out 2 years ago. It is yet to be seen how good this campaign will actually be when it comes to the ads themselves.

That said, AA now has a has a more modernized product and increased route connectivity, and because of competition & size New York, Chicago and Los Angeles are the markets where they can grow most because of it.

IMO the net gains/losses in those markets will hinge on whether AAdvantage remains at or similar to what it is today in terms of benefits. If they weaken the program significantly DL and to a lesser extent UA will gain a good amount of AA flyer volume in NYC/ORD/LAX especially, which for AA may well offset the gains made by the $ spent on marketing.

[Edited 2014-10-13 12:38:28]
 
flyinghippo
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 8:07 pm

Comparing to other taglines...

BR - I see you
KE - Excellence in Flight
VS - Enjoy
BA - To Fly, To Serve
QF - You're The Reason We Fly
CI - We Treasure Each Encounter (I think this is old...)

Personally, I like QF
 
silentbob
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RE: AA New Marketing Tagline "Going For Great"

Mon Oct 13, 2014 10:18 pm

I like the concept of striving for greatness, as you can never achieve it without the effort and focus to do so. However, I think it's a little too informal. It sounds more like a pep talk for a youth sports team than the marketing slogan of a multi-billion dollar company.

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