The Performance:
Partner Together This Holiday Season
Unsuspecting holiday passengers of American Airlines flights between November and January will be treated to surprise performances by the One Voice Children’s Choir and Alex Boye. The performances will seem impromptu, with various members of the choir hidden throughout the terminals posed as average passengers. The performances will feature classic Christmas songs and, at the end, members will present Christmas cards from Save the Children and American Airlines. Some performances will happen during pre-boarding, right after every passenger has been seated inside the aircraft.
Who and Why? The audience targeted for this campaign will be families and adults traveling via American Airlines. Their tickets will be printed with small jinglebells in the upper corner, but not explanation will be given as to why their ticket looks different. American Airlines’s logos have always been about their flight “doing what they do best” and “something special in the air”. Charity work for Save the Children fits perfectly into this company’s ideology.
Social Media: Uploaded videos of the performances will be sent to the Save the Children website as well as the American Airlines website with direct Youtube links to the official videos which will also be used as advertisements. The Twitter hashtag #FlyHome will be used to tag all related content across social media. On the websites of both American, Save the Children, and One Voice will be a graph depicting how many donations have been made to Save the Children in the spirit of the holiday season.