Airline Marketing Benchmark Report July 2017

Page 10

American Airlines - Stand up to Cancer

All major brands, airlines included, now have a range of good causes that they support. However while CSR projects are commonplace, what sets brands apart is how they support them, and how genuine that support seems.

The latest phase of this collaboration involved a well publicised initiative in June, supported by advertising with the goal of raising $1 million for the charity.

The $1 million goal was in fact raised in just over a week, with the mechanic being Last year, American Airlines launched fairly simple - the airline donated $1 for a multi-year, multi-million-dollar every flight booked on aa.com. collaboration with Stand Up To Cancer, an organisation dedicated to funding What sets the initiative apart from a run research to combat this often life of the mill fundraising project was the advertising produced by ad agency CPB threatening disease. on the airline’s behalf.

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