American Airlines is Back with Its 'This is Why We Fly' Campaign
Ellen Smith — November 27, 2020 — Marketing
References: aa & marketingdive
American Airlines relied on its strong brand history in its latest marketing campaign, which highlighted the brand's ability to "weather any storm." It is no surprise that airlines were hit hard by the COVID-19 pandemic, but American Airlines was quick to ensure consumer loyalty.
Returning with its "This is Why We Fly" campaign, which was first launched in 2016, the brand explained that the 94-year old airline knows a thing or two about adversity. A voiceover can be heard saying "Why do we fly? We fly because people need to get home, and life-saving equipment needs to get to the lives that need saving" over clips of people practicing social distancing with their loved ones.
Image Credit: American Airlines
Returning with its "This is Why We Fly" campaign, which was first launched in 2016, the brand explained that the 94-year old airline knows a thing or two about adversity. A voiceover can be heard saying "Why do we fly? We fly because people need to get home, and life-saving equipment needs to get to the lives that need saving" over clips of people practicing social distancing with their loved ones.
Image Credit: American Airlines
Trend Themes
1. Brand Loyalty Reinforcement - American Airlines emphasized its ability to weather any storm to reinforce brand loyalty.
2. Resilience Marketing - The 'This is Why We Fly' campaign highlighted the airline's resilience in the face of adversity.
3. Emotional Storytelling - American Airlines used emotional storytelling to connect with consumers and convey a deeper meaning behind flying.
Industry Implications
1. Airlines - Airlines can explore opportunities to reinforce brand loyalty by emphasizing their ability to overcome challenges.
2. Marketing and Advertising - The resilience marketing approach by American Airlines presents opportunities for marketing and advertising agencies to help brands navigate crises.
3. Travel and Tourism - In the travel and tourism industry, emotional storytelling can be leveraged to create meaningful connections with consumers and encourage travel.
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