In a move that is designed to significantly increase its visibility in the competitive UK
market, American Airlines has announced the launch this week of a new UK TV and print
advertising campaign, mainly targeting business travellers.
The new campaign has been created by London's McCann Erickson and directed by Academy Award
winner Michel Gondry. The new 'Discerning Customers' campaign introduces A-list actor Kevin
Spacey as the new ‘face’ of American and follows on from the brand’s previous
'Demanding New Yorker' adverts, which featured Sopranos star James Gandolfini.
To see the adverts online, visit www.aa.com/flagship.
Launching against a backdrop of challenging times for the airline industry, American's Vice
President Sales & Marketing EMEA, Maria Sebastian, commented: "We are currently operating
in a particularly competitive environment and it is important for us to invest in promotional
activity to drive continued consideration of the American Airlines brand by discerning UK
travellers."
American has been flying continuously between the UK and US for over 27 years, making the
UK one of its most important markets outside the continental US. The airline currently
operates up to 18 daily non-stop departures to seven gateways in the US.
In total one 40s and two 20s adverts have been produced, all of which support American’s
'We Know Why You Fly' theme and work to align Spacey's role as Artistic Director of
London’s Old Vic Theatre with American's Business Class experience. The 40s ad,
'Seats for Landing', focuses on the 'best seat in the house' theme and sees Spacey
selecting American's Business Class seat as his favourite after considering a variety
of options. The 20s spot ‘Find your Marks' focuses on the importance of timing to an actor,
relating this to the hassle-free journey with American for the business traveller, while the
final 20s spot 'Good Start' sees Spacey re-enact story-telling in-flight where, once he
reclines in his flat-bed to begin, he decides he’s actually too comfortable and everything
can wait until morning.
Brian Fraser and Simon Learman, Executive Creative Directors at McCann Erickson,
commented: "American Airlines prides itself on the exceptionally high level of service
it provides for the most demanding travellers: New Yorkers. In a new twist, the latest
campaign acknowledges the high expectations of the discerning traveller and there is
no-one who better exemplifies this than Artistic Director of the Old Vic and two-time
Oscar winner, Kevin Spacey".
Spacey was approached to front the campaign due to his 'adopted Brit' status with the
UK audience which led to him researching well with American’s customers. Representing a
discerning customer who lives a transatlantic lifestyle, he resonates with many of
American's existing and potential clientele.
This campaign is also significant because it represents Spacey's first appearance in an
advert, on either side of the Atlantic. He has voiced adverts in the US and directed adverts
within the UK before but the new American campaign will be the first time he has become the
'face' of a brand. The choice to get involved furthers the existing partnership between
American and The Old Vic Theatre and demonstrates the long-term relationship that is
envisaged by both parties.
The 40s advert will screen for the first time on Tuesday 24th March at 06:12 on Sky Sports
News during ‘Good Morning Sports Fans’. Its first prime time appearance will be at 18:58
during the ITV Early Evening News on Central South. The adverts will mainly air on ITV,
Channel 4 and Five and specific placements include events like Champions League football,
Test Cricket, Grand Prix and PGA Golf.
The TV spots will also be supported by print, online and out of home advertising to ensure
the message reaches American’s full target audience. In further celebration of the new
campaign, the airline is also launching special Business Class fares on eight of its UK-US
routes. Prices start from just £1047.80 for a return fare to New York JFK, including all
taxes and surcharges. Terms and conditions apply and bookings can be made at
www.aa.com or via 020 7365 0777.
Note: This press release was accurate at the date of issuance. However, information contained in the release may have changed.
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