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AmericanAirlines Rebranding - American Airlines Kristina Robertson & Katherine Brock

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creative brief

SWOT anaylsis

expanded target market

mood boards

competitor anayis

style guide

logo design


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what’s inside

client profile About the company

In 1934, American Airways became American Airlines, Inc. On June 25, 1936, American was the first airline to fly the Douglas DC-3 in commercial service. By the end of the decade, American was the nation’s number one domestic air carrier in terms of revenue passenger miles. On Feb. 16, 1937, American carried its onemillionth passenger. In May 2002, American was named to’s annual list of Top 50 Companies for Diversity, coming in 15th. AA was the only airline to make the list. On April 2, 2006, American launched its first-ever service to China by inaugurating a daily nonstop Boeing 777 flight between Chicago and Shanghai. In 2011, American continued to expand its partnerships with other airlines in addition to enhancing its joint businesses and its participation in the oneworldŽ alliance. Since their inception, American Airlines has continued to evolve as the times and technology has changed.

Mission, Vision, Goal

The plan is our blueprint to long-term success for American Airlines based on the following five tenets - invest wisely, earn customer loyalty, strengthen and defend our global network, be a good place for good people and fly profitably.

Target Audience

American Airlines primary target is adults 25-54 who travel frequently on business.


Airline Industry

Strengths & Core Competencies

1. Customer Service - American Airlines and American Eagle are in business to provide safe, dependable and friendly air transportation to our customers, along with numerous related services. We are dedicated to making every flight you take with us something special. Your safety, comfort and convenience are our most important concerns. We have created a customer service plan in order to maintain dependable and friendly customer service for all of our guests. 2. Frequent Flier Program - The American frequent flyer program, AAdvantage®, is the oldest and largest in the world. 3. Sabre - Sabre is the platform currently being used at American Airlines, it should minimize disruption for the maximum number of people and systems by bolstering employee readiness, speeding up implementation and improving customer responsiveness throughout the integration. 4. One World Alliance - oneworld® brings together 14 of the world’s leading airlines - and around 30 affiliates - with more signed up to join soon. Working together as one to provide customers and carriers with services and value no airline can deliver on its own. Aiming to be first choice airline alliance for frequent international travelers. oneworld offers more opportunities to earn and redeem frequent flyer rewards - and more airport lounges to use on your travels.

Products & Services

American Airlines provides an array of products and services to reach all the needs of a traveler. Below is a list of the products and services they provide: Travel Insurance Email Subscriptions Low Price Guarantee Group & Meeting Travel Business Programs Cargo

American Airlines Credit Card Gift Cards DealFinder Five Star Service Timetables & Downloads Last Minute Packages

Current Tone & Design

Clean cut lines, formal, safe, “American”


Business-Class Travellers

creative brief

Background & Overview

American Airlines, created in 1934, is now one of the oldest, most established carriers in the industry who currently focus on targeting business class travelers. In order to spice up the culture and experience of the airline, as well as expand the target market, The College Frequent Flyer Program will be launched. The desire to increase flyership encouraged this expansion.

Unique Selling Proposition

Only airline currently providing college and university students a reward program created uniquely for them.

Objective, Purpose & Goals The objective of the College Frequent Flyer program is to expand American Airlines target market to college-aged students. Our goal is to increase the amount of students flying American Airlines. We wish to create an environment and services that college-aged students prefer over other airlines. Our program will allow students to travel for less in order to chase their dreams all over the world, visit their families, and study abroad.

Words That Describe the Visual Appearance You Want to Achieve: Fresh. Bold. Clean. Modern. Youthful. Mature.

Target Audience

College-Aged students between the ages of 18-25, male or female, composed of students and young business professionals. Our audience is those who plan to travel to visit families, study abroad, or simply explore the world.

Call to Action

Fly American for all your travel needs


Explore. Study. Reunite. The American Way.

swot analysis Strengths


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Strong brand name, Reputation (one of the oldest, most established carriers in the industry) Strategic airport locations – Dallas, Miami and Chicago Wide reach with over 250 destinations with a strong fleet size of 600 carriers Advantage recognized as the best customer loyalty program Large market of college aged students who wish to travel or must travel to visit family

Weaknesses • •

Financial position is a cause for concern Labor and Union Issues

More international destinations on popular routes - potential growth in Asian markets Expand target markets – college age, families Upgrade business class on long flights

Threats • • • • •

Lose current Business-Class customers when adding “College Frequent Flyer Program” Increasing Fuel Costs and Increasing Labor Costs Pressure from regulation bodies and government policies Low fare service providers Competitors have reduced costs through bankruptcy and consolidation

expanded target market

Jennifer Hayes Age & Gender 21, female

Location Orlando, FL

Income Level


Student, Part-time server


some college, HS Graduate


<10,000, supported by parents, part-time employee

Travel, Photography, Design, Shopping, Movies, Reading

Social Class

Martial Status



mood board

competitor anaylsis Southwest Airlines is American Airlinesâ&#x20AC;&#x2122; closest competitor because it is the largest, low- fare carrier and expands nonstop service from a rival Dallas airport. Southwest Airlines is also a major competitor because overweight and oversized baggage costs less than the charged price on American Airlines. Another competitor is JetBlue Airways Corp because it exploits investors as well as fare-conscious flyers. It is looking to draw more business passengers that disdain its bigger brethren and keep leisure travelers who love the free TV that low-cost rivals do not offer.

style guide


AmericanAirlines Futura (Condensed Medium) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789


237, 27, 36


0.44, 99.32, 97.27, 0.09


205, 19, 56


13.03, 100, 81.27, 3.07


144, 211, 230


40.67, 1.48, 7.29, 0

Baskerville (Regular)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789


0, 85, 150


98.4, 72.76, 12.65, 1.6


221, 226, 229


12.01, 6.71, 6.49, 0


114, 132, 144


59.31, 40.85, 35.01, 4.2


19, 19, 17


72.44, 66.33, 67.08, 81.71

what not to do • • • • •

logo design

Do not change the color of the eagle. Do not change the colors of the A’s or the American Airlines, even in they are in the color palette. Do not modify logo in anyway, including color, shape or size. Do not reverse color order. Do not flip logo for anything.


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AmericanAirlines AmericanAirlines



AmericanAirlines arding Pass


gate A30

boarding zone D3

depart time

11:30 am

passenger Jennifer Hayes

seat G12

print ad explore. study. reunite. The American Way



Created for Eduational Purposes Kristina Robertson & Katherine Brock Flagler College ART230 BF Spring 2014