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Outdoor Campaign of the Month: American Airlines

What was the idea?

To raise awareness that American Airlines offers fully lie-flat seats in First and Business Class on all flights between London and New York. American is also the only airline to offer wi-fi across the Atlantic. The use of fully liveried taxis with free 4G wi-fi and a 30-second ad on the interior digital screen gave passengers an all-encompassing American Airlines product experience during their journey.

What was the media strategy?

With an objective to drive brand consideration among business flyers in London, we launched our biggest out-of-home campaign to date. The campaign appeared across the
London Underground and rail networks, premium large-format roadside sites, wi-fi-enabled taxis, Heathrow Airport, the Heathrow Express, Canary Wharf and a digital network that reaches executives in the corporate environment.

How did you use outdoor?

On entry to the taxi, passengers were met by a welcome message on the interior digital screen prompting them to connect to free 4G wi-fi. Upon doing so, they were taken to a campaign landing page on aa.com, which provided access to a virtual tour of our new planes.

In addition, a 30-second ad played on the screen, providing customers with more information on American’s transatlantic flying experience. Tip seats and branded receipts also reinforced key messages and provided a call to action to learn more about American.

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