American Airlines Brand ReAppraisal Takes Off with OOH

American Airlines Brand Re-Appraisal Takes Off with OOH Challenge Solution Results American Airlines have a vision “to become the greatest airline in the world”. But they were just starting this journey. They needed to communicate their enhanced schedule, new planes and improved in-flight experience to a hard-to-reach AB audience in London. Ultimately, we needed to change perceptions and get people to re-appraise the brand. Iconic DOOH formats brought fame and helped showcase American Airlines’ enhanced service. Large format sites at key rail and underground stations amplified reach to a key commuter audience, adding dwell-time to aid consideration. The OOH campaign cut-through and had a major impact on perceptions among those who recalled it: • Top of Mind Awareness of American Airlines increased by 112% • Attitudes towards American Airlines enhanced as a result of the campaign, with brand favourability increasing by 70% • Consideration for flying American Airlines increased by 51% • Recommendation of American Airlines to others increased by 121% Taxis provided an impactful presence on the street, and our sponsorship of its Wi-Fi provided a public utility. Digital Taxi-Tops were incorporated and contextual messaging displayed when driving through key locations. ECN Live screens located throughout offices in The City and Canary Wharf provided a highly targeted element, reaching this audience in their place of work.