Project Book REENERGIZING AMERICAN AIRLINES:
A Media Solution for an Iconic Company
by Mayrelis Cordero
MAYRELIS “MAYE� CORDERO
Is an up and coming photographer that captures timeless memories with sophistication and unique attention to detail. In 2008, Maye Cordero got a combined Bachelor Degree on Communications and Photography in San Juan, Puerto Rico. She graduated Summa Cum Laude, with one of the best digital portfolios of her class. Over the past two years, Maye has gained acceptation as a professional photographer on several web pages, by combining creative technique and inventive imagination. Her determination, and preparation have positioned her among others established photographers as an up and coming eager to learn freelance photographer, recently established in the Denver Metro Area. These days, Maye Cordero has completed a Media Design Master of Fine Art at Full Sail University; willing to expand her knowledge and credibility as a wellequipped and well-rounded graphic designer in the industry.
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Step by step, this young and charming artist is getting closer to taping into the design and fashion industry. Her goal is to share with others her passion for photography, and capture valuable moments making them timeless, with her unique and creative personal twist.
AA Experience Project Book by Mayrelis Cordero
All rights reserved. No part of the book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information-storage or retrieval system now known or hereafter without the prior permission in writing of the designer.
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AA Experience Campaign Copyright Š Mayrelis Cordero 2011 MFA Media Design for Full Sail University, FL.
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Case Study Abstract Client Profile SWOT Analysis Creative Strategy Campaign Objectives Target Audience
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9 11 12 14 16 17 18
Research
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Key Findings Conclusion References
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Creative Development Design Research Tool Box Mood Boards Logo Development
27 28 29 31 32
Style Guide Logo Standards Corporate Identity Typography Color Palette Imagery Aircraft Target Audience In-flight Amenities Food Services Textures Copyright References Measurements Official Documentation Prints Announcements Billboards Interactive Media Motion Graphics Merchandise AAdvantage In-flight Amenities Food Services Recycling Campaign
35 36 40 42 44 47 48 49 50 51 52 53 57 58 61 62 63 64 68 70 72 74 76 78
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Corporate Identity rep. On air crafts 82-83 Print Media Magazine Stand 84 Print ad 85 Billboards 86 Bus stop ad 87 Brand presence on airports 88 In-flight Amenities Indv. ent. syst. 89 Interactive Media iPhone app. 92 Website 93 Check-in kiosk 93 iPad app. 94 iPad app. II 95 Merchandising VISA 96 T-shirts 97 98-100 Others 101 Relaxed atmosphere Outstanding Customer Serv. 102
Tableof Content
Final Samples
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Abstract | Client Profile | SWOT Analysis | Creative Strategy | Campaign Objectives | Demographics | Target Audience
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Case Study
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Abstract O
ver the past 76 years, American Airlines
branding campaign focusing on highlighting
(AA) has served as an international
the company’s strengths has been proposed
major passenger carrier, as subsidiary of the
aiming to increase consumer’s loyalty, improve
AMR Corporation. Enclosed in an intensely
employees’ professionalism, develop a new
competitive market, recently, AA has been
market trend, create a stronger voice in the
drastically impacted by some external issues
industry, increase shareholder value, and
like, new low-fare carriers, fuel costs, and
finally to re energize the entire company.
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government intervention and regulations, resulting in a significant slip down from the consumer’s list of preferences.
T
he re branding campaign will address important aspects of the company,
I
n addition, since the terrorist’s event of
remarkable experience for our customers
September 11, 2001, American Airlines
whether they’re on the ground or in the
has being losing millions in revenue, while
air. Willing to create a spa-like atmosphere,
extreme adjustments were made by most
we would like to become a solution for our
of the company’s competitors worldwide in
customers by exploiting attributes such as
order to keep up to speed with the alwayschanging industry. Because of that a re
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internally and externally, so we can build a
Client Profile american airlines
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A
S
world, contributing almost $100 billion to
carrier in the aviation industry as a
the U.S. and international economies,
subsidiary of the AMR Corporation. In
helped create more than 870,000 jobs
combination with its regional airline
worldwide, and supported approximately
affiliates, American Eagle and the
1,400 non-profit organizations
American Connection airlines, AA serve
merican Airlines (AA) is considered “one of the largest airlines in the
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worldwide�(AMR Corporation, 2010).
ince 1934, American Airlines has served as a major passenger
250 cities in over 40 countries with more than 3,400 daily flights (2010). Their combined
network fleet numbers more than 900 air crafts,
in the high-jacking. Despite the fact that
which makes it “one of the largest fleet in the
AA was facing one of the “most challenging
industry”(Salem, 2009).
moments” in its history after the terrorist events of 9/11, the company was able to remain
extended its geographic reach through
among the strongest companies financially.
code-sharing arrangements with the global
According to the Airline Quality Rating
marketing alliance named Oneworld, along
Report (AQR), in 2004 American Airlines
with British Airways, Cathay Pacific, Iberia,
ranked as the world’s largest airline in terms
Qantas, and other airlines. After the terrorist
of passengers carried, however, they rated
attacks of September 11, 2001, American
number 11th in terms of overall airline quality.
Airlines was one of the major affected
For 2010, AA is ranked ninth in that same
companies in the industry by losing two
report. Low-fare airlines garnered two of the
aircraft full of passengers and 36 employees
top four spots in the AQR by 2010: Hawaiian
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Airlines, Air Tran, JetBlue and Northwest.
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S
ince 1999 American Airlines has
•Eagle: United States of America, trust, power, powerful soaring flights.
•Globe: presence around the world, multiple destinations.
•AA logo: brand recognition, presence in the market, longevity, stability.
•Wall of stones: strong, durability; it is also related to the new spa-like atmosphere that will be builded for the company.
•Money: reasonable financial stability. •Admirals Club: loyalty towards AA.
Weaknesses
Strengths
In the strength’s quadrant, the images personify the attributes that characterize American Airlines.
•Female model: reliable, status, confidence, hip.
This quadrant has two types of images, some are literal-representations of the company’s internal flaws; like the American’s pilot-strike against the own company demanding for better wages; and others serves as visual representation of aspects that the company should improve in order to attract new customers.
For example: in-flight meals/ amenities, seating, and customer services, all enclosed within a calm atmosphere.
Finally, the opportunity’s side of the chart shows inspiring images that reflectes the fresh, rejuvenated and calmed atmosphere that will be created for the company,
•Young people, happy faces, families, serenity, comfort, healthy and delicious food, exclusive amenities, among others.
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SWOT
Threats
Opportunities
14 •Overcapacity in industry •Government intervention •Fuel price-crisis •Environmental stability (security related) •Public acceptance of low fare carrier concept •Capital market contraction •Highly competitive industry
Analysis
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Creative Strategy T
T
important!”
SECURITY; characteristics that appeal to a
he campaign strategy has been build
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around the concept: “Feeling good now is
T
he USP (Unique Selling Proposition) strategy will embody SATISFACTION, COMFORT and
he main objective is to take the customers
wider segment, the casual travelers, and not
back into the times when flying was a
only to business class customers.
“joyful experience”. This proposition relies on an intense marketing campaign, which will reinforce the already existing strengths of the company, such as its presence in the market, AA Experience | 2011
brand recognition, longevity, and stability. These characteristics have distinguished AA from its competitors, and ultimately they will support the new image that will be proposed.
T
he campaign will address at least three levels of Abraham Maslow’s hierarchy of needs: physiological needs; safety needs, and esteem
needs (Felton, 2006). These needs play a major role in the motivating behavior of consumers. Kendra Cherry explains, “satisfying these lower-level needs is important in order to avoid unpleasant feelings or consequences” (2010) towards a product or service.
Main topics to work on:
I
in order to evolve the brand and to make sure that it keeps up with the competition, and meet the consumers ever changing preference;
the AA Experience Campaign proposes a detailed re branding plan for American Airlines. Ultimately, these efforts will increase consumer’s loyalty; improve employees’ professionalism; develop a new market trend; create a stronger voice in the industry; increase shareholder value, and finally it will reenergize the entire company.
Advertising Campaign: Billboards, American Way Magazine, print ads, etc. Friendlier web site: Redesign www.aa.com. Simpler, user friendly platform. Interactive Media: iPad app., Motion Graphics (web banners). Memorabilia: T-shirts, mugs, travel kits, headsets, etc. AAdvantage Program: Improved rewards.
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In-flight amenities: Comfortable seating, individual entertainment systems, on-board features such as: free Wi-Fi, power outlets in every seat, complementary healthy meals, pillows, and comfy blankets. Food Services: In-flight meals will be substituted by a healthy varied menu. The intention is to appeal to a healthy-orientated audience. PR Campaign:: Recycling Campaign: The intention is to recollect aluminum, paper and plastic from domestic and international flights, as well as from the company’s office. Spa-like atmosphere: Create a whole new experience for our customer wether hey are on the ground or on the air.
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Campaign Objectives
Bran identity: Re design the entire corporate identity of the company. It includes, but it’s not limited to: products /service logos, (New color palette, new and simpler typography, organic elements).
Target Audience
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O
ver the years, American
Airlines has exploited the businessman market, focusing their main marketing campaigns on middleaged business travelers. That is because, “business travelers are more likely to travel several times throughout the year and they tend to purchase the upgraded
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services that have higher margins for the airline� (Investopidia, 2010). However, with the intensive competition that surrounds the company, an aggressive marketing campaign focusing on attracting leisure travelers, in addition to the business traveler, it’s vital in order to evolve the brand and increase its revenue.
Young individuals between the ages of 18-45. They travel at least once a year, either for business or leisure. This audience is primarily College educated with and annual income of $28,000 & up. These individuals are environmental and healthy eating orientated. They like to be on top of the latest technological advances, and are frequent Internet users. Most of them have a smart phone, and use it frequently for daily tasks.
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Demographics
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Key Findings | Conclusion | References
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Research
• The launching of low-fare carriers has required drastic operational changes in the major-carrier companies.
• After the terrorist events of 9/11, AA didn’t reorganized its operational structure as most of its competitors did.
• AA is the only major carrier in the industry that never has faced bankruptcy.
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Key Findings
• According to the Airline Quality Rating Report (AQR), in 2004 American Airlines ranked as the world’s largest airline in terms of passengers carried, however, they rated number 11th in terms of overall airline quality.
• Over the years AA has focused its marketing strategies towards business class customers, leaving the recreational travelers isolated.
Conclusion T
hrough the re branding campaign and relying on the concept “Feeling good now is important,” American Airlines will
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revitalize its image, and restructure important issues that have produced considerable damage to its profit. Despite of the
fact that AA has struggled to remain among the major carriers in the U.S., it also has proven to be stable and reliable enough in such a turbulent industry by remaining functioning without filling for bankruptcy. That is why the intention is to return the company to its former leading position while becoming a new and fresh option for travelers, and not only for the business class customers.
A
strategies will be modified so they will facilitate our customer’s experience with us, while continuing to embody what AA
has long stood for:
,
and
.
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merican Airlines’ logo, its Web page, the frequent flyer program, corporate image and some internal procedures, and
References 24
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(2010). American Airlines (AMR). Retrieved from October 10, 2010 from http://www.wikinvest.com/stock/American_ Airlines_(AMR).
Business World (2008). Importance of Office Ambience. Retrieved October 22, 2010 from http://buinessworld.com/ importance-of-office-ambience/.
(2010) AMR Corporation- American’s Parent Company. Retrieved October 10, 2010 from http://www.aa.com/i18n/amrcorp/ corporateInformation/facts/amr.jsp.
Encyclopedia of Business (2010). Recycling Program. Retrieved October 21, 2010 from http://www. referenceforbusiness.com/encyclopedia/Pro-Res/RecyclingPrograms.html.
AMR Corporation (2010). Britannica Concise Encyclopedia:American Airlines. Retrieved October 10, 2010 from http://www.answers.com/topic/amrcorporation.
Investopidia. (2010) The Industry Handbook: The Airline Industry. Retrieved October 10, 2010 from http://www. investopedia.com/features/industryhandbook/airline.asp
Baldrige.com (2009). Toyota’s Strategic Challenge. Retrieved October 22, 2010 from http://www.baldrige. com/sector/business/toyotas-strategic-challenge/.
Kerensky, L. (2007). World’s Best Low-Cost Carriers. Retrieved October 10, 2010 from http://www.forbes.com/2007/08/09/ travel-carriers-affordable-forbeslife-cx_lk_0809biztravel.html. (2005). Pest, Porter’s Five Forces, Stakeholder and SWOT
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Philips. (2010). Introducing a new era in airport travel. Retrieved October 22, 2010 from http://www.apptech. philips.com/newscenter/index.php?fID=108. Quinn, T. (1981). Atmosphere in The Restaurant. Retrieved October 15, 2010 from http://web1.msue.msu.edu/imp/ modtd/33319734.html. Salem, F. (2009). American Airlines. Retrieved October 10, 2010 from http://www.scribd.com/doc/16170571/AmericanAirline-Case-Study. Sniderman, Z. (2010). 5 Winnin Social Media Campaigns to Learn From. Retrieved October 22, 2010 from http://
mashable.com/2010/09/14/social-media-campaigns/# . (2000). The Aviation Industry. Retrieved October 10, 2010 from http://adg.stanford.edu/aa241/intro/airlineindustry. html. Tilmann, M. (2010). AT&T Rebranding Itself As a “lifestyle Company”. Retrieved October 22, 2010 from http://www. maclife.com/article/news/att_rebranding_itself_lifestyle_ company. Waste Wise Products Inc. (2010). THE BENEFITS OF RECYCLING PROGRAMS AND THE ROLE OF RECYCLING BINS IN A SUCCESSFUL PROGRAM. Retrieved on October 23, 2010 from http://www.wastewiseproducts.com/blog/thebenefits-of-recycling-programs-and-the-role-of-recyclingbins-in-a-successful-program/
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Analysis of American Airline. Retrieved October 10, 2010 from http://www.ukessays.com/essays/business/swotanalysis-airline.php.
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Design Research | Tool Box | Mood Boards | Logo Development
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Creative Development
F
or most people, traveling could be a
furnishing, paint colors, curtains, plants and
“nightmare”, but it doesn’t have to be that flowers, wall accessories, wallpaper, ceilings,
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Design Research
way. In relation to the new image for AA, it
carpeting and tiling are some of the elements
will reflect a more relaxed atmosphere, with
that will help to create the atmosphere that
serene color palettes, textures and shapes
we are suggesting. These elements should be
that will combine modernism, with coziness
selected according to a sophisticated, but
and practicality. “The right atmosphere can
yet affordable design that will use cool colors
relax guests and generate good feeling and
containing blue, green, and violet. Using these
repeat customers” (Quinn, 1981). Mainly,
colors helps to create a relaxing atmosphere.
the atmosphere should project a feeling
Rooms decorated primarily in cool colors
of friendliness and comfort, attractive but
tend to appear larger and more spacious.
functional. The entire experience of a
(Quinn, 1981) The use of recycled materials in
customer is so important when it comes to
the manufacturing process is suggested, so
brand value, it will determine if customers will
that “the damage to the environment can be
come back again and again. “Customer-
contained” (2010). The use of particleboards,
emotion is the underpinning factor in the
metals and other such materials can be very
customer-experience, which in the end will
useful too.
result in customer retention, loyalty, and of course, revenues” (Espana, 2010). AA Experience | 2011
A
T
he design plan should be in such a way that is useful not only for today but also for
iming to create a spa-like atmosphere,
the future. It should be implemented in the
several aspects should be taken under
company offices, airport booths, inside the
consideration when implementing the new
airplanes, in the VIP lounge areas, in the gates;
visual concept for the company. Lighting,
ultimately everywhere were AA is presented.
Tool Box tool box 29
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T
his design approach reflects a peaceful atmosphere while combining serene colors, organic shapes, and
textures. The intention is to create a spa-like atmosphere throughout the whole AA’s Experience. The new brand image will appeal to a younger audience, more specifically the leisure travelers.
the first mood board, this one uses organic elements
combined with metals and hard textures. It embodies: sophistication, practicality and stability. (Business audience orientated)
T
his third design style is younger, hipper and looser. It uses earth-tone colors, organic shapes, and varied
textures.
Mood Boards
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T
his second style is classy and sophisticated. As in
Logo
Development R
e-design the logo for American Airlines will be the first big strategy implemented.
Even when the AA logo has great recognition among the population, it needs a new twist to appeal to younger customers. The approach 32
will change color pallets, implement new and simpler typography, and ultimately organic elements will be incorporated to support the main design concept: creating a relaxed atmosphere, combining modernism and practicality. The logo is a fundamental piece in this campaign because, “logos are more important than ever, they make sure the brand
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is still connected to the story� (Design Matters: Logos, 2007). Logos cannot make a great
A1
company by itself, but redesigning the logo will serve as a signal for brand changes.
american airlines
1.
3. A1 New AA Logo 1. & 2. New AA Logo development 3. & 4. Preliminar sketches
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4.
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2.
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Logo Standards | Corporate Identity | Typography | Color Palette | Imagery | Copyright References | Measurements Official Documentation | Prints | Announcements | Billboards | Interactive Media | Motion Graphics | Merchandise AAdvantage | In-flight Amenities | Food Services | Recycling Campaign
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Style Guide
R
edesigning the American Airlines logo is the most remarkable highlight of this re-
branding campaign. The new design used the current company logo as inspiration, but this new approach results cleaner, dynamic and modern. This new identity reinforces the aim of appealing to a wider and younger audience, the leisure travelers, instead of the business class customers only.
T
he new American Airlines trademark consists of two merged “AA� shapes,
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inclined and slightly overlapped. It shows a two-color treatment and it could be used on any of these two variations: Stacked or horizontal. It is crucial to use the American Airlines logo correctly and consistency to ensure the visual impact and overall integrity.
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I
n order to convey a consistent message and raise strong brand awareness the logo must
never be redrawn or manipulated under any circumstances. Therefore, please follow these instructions.
Logo Standards
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Corporate Identity I 40
n order to maintain consistency in the new corporate identity for the company, it’s important to redesign accordantly every logo representative of the company products.
At the same time, this approach will create a stronger voice in the industry, which supports the campaign objective.
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C
onsistent use of typography helps create a distinct visual identity. Therefore, typography is an essential component of the brand identity system.
T
here are three different typefaces to work with for this campaign: Saginaw, Walkway Black and Walkway Semi bold. These typefaces were selected because they look modern, clean and simple. These attributes reinforces the campaign objectives.
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T
he typography standards of the AA Experience campaign should be used at all times. Typeset uses include all communications that are professionally printed or produced. Examples include customer brochures, print ads, digital media advertisements, merchandising, packaging and stationery.
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Color Palette
44
C
olor is an important design element that evokes emotion and is rich in symbolism. The American Airlines
color palette has been updated to provide a more relaxed range of colors from which to choose when developing communications. Used well, color can set the right tone and AA Experience | 2011
project the proper mood for a brochure, Web site or any other communication piece.
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and modern. Selecting images with the
important to choose images that
new color palette is highly encouraged.
communicate the attributes of the brand.
Images are preferred to be reproduced
Always select imagery that reflects the
in full color; although, single color
new American Airlines personality, our
(monotone) and black and white are
diverse clientele and exclusive, but yet
permitted as long as the imagery maintain
affordable services. Choose product and
and clearly portray the brand attributes.
service imagery that is appealing and
Therefore, only use images that are
meaningful to our target audiences.
relevant for the campaign, and add
P
hotography should convey emotions
value. Avoid clichĂŠs, racial and gender
and atmosphere. Our images show
stereotyping.
natural, real-life people and situations related to the experience of air traveling. The style of imagery should be dynamic
T
he pages that follow show examples and tips on selecting appropriate
imagery.
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W
hile selecting photography it is
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Copyright References Images: These images are solely to be used for comp
purposes during the proposal process. If the client accepts the proposal, then the client must purchase the license for: 53 (Arranged by appearance order)
2. The picture named AMR Logo, Copyright owner: AMR Corp., located at: http://www.aa.com/content/amrcorp/ investorRelations/main.jhtml?anchorEvent=false 3. The picture named American Airlines Logo, Copyright owner: American Airlines, located at: http://www.aa.com/ pubcontent/en_US/amrcorp/newsroom/photos-imagesbrands.jsp?v_locale=en_US&v_mobileUAFlag=AA 4. The picture named One World Logo, Copyright owner: American Airlines, located at: http://www.aa.com/ pubcontent/en_US/amrcorp/newsroom/photos-imagesbrands.jsp?v_locale=en_US&v_mobileUAFlag=AA
5. The picture named American Airlines Cruises Logo, Copyright owner: American Airlines, located at: http://www. aa.com/pubcontent/en_US/amrcorp/newsroom/photosimages-brands.jsp?v_locale=en_US&v_mobileUAFlag=AA 6. The picture named American Airlines Cargo Logo, Copyright owner: American Airlines, located at: http://www. aa.com/pubcontent/en_US/amrcorp/newsroom/photosimages-brands.jsp?v_locale=en_US&v_mobileUAFlag=AA 7. The picture named American Airlines Eagle Logo, Copyright owner: American Airlines, located at: http://www. aa.com/pubcontent/en_US/amrcorp/newsroom/photosimages-brands.jsp?v_locale=en_US&v_mobileUAFlag=AA 8. The picture named AAdvantage Program Logo, Copyright owner: American Airlines, located at: http://www. aa.com/pubcontent/en_US/amrcorp/newsroom/photos-
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1. The picture named Old Style American Airlines Logo, Copyright owner: Withheld, located at: http://www. silentthundermodels.com/signs/images/ar002.jpg
images-brands.jsp?v_locale=en_US&v_mobileUAFlag=AA 9. The picture named Sunset at airplane window, Copyright owner: Mayrelis Cordero, located at: mayreliscordero@hotmail.com 10. The picture named AA airplane at runway + sunset, Copyright owner: American Airlines, located at: http://www. aa.com/i18n/aboutUs/ourPlanes/ourPlanes.jsp 11. The picture named AA airplane on orange sunset, Copyright owner: American Airlines, located at: http://www. aa.com/i18n/aboutUs/ourPlanes/ourPlanes.jsp 12. The picture named AA airplane above the clouds, Copyright owner: American Airlines, located at: http://www. aa.com/i18n/aboutUs/ourPlanes/ourPlanes.jsp
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13. The picture named Airplane at gate + sunset, Copyright owner: American Airlines, located at: http://www. aa.com/i18n/aboutUs/ourPlanes/ourPlanes.jsp 14. The picture named AA Half airplane, Copyright owner: American Airlines, located at: http://www.aa.com/i18n/ aboutUs/ourPlanes/ourPlanes.jsp 15. The picture named AA Airplane + mountains, Copyright owner: American Airlines, located at: http://www. aa.com/i18n/aboutUs/ourPlanes/ourPlanes.jsp 16. The picture named Airplane at gate II, Copyright owner: American Airlines, located at: http://www.aa.com/ i18n/aboutUs/ourPlanes/ourPlanes.jsp
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17. The picture named AA Airplane tale, Copyright owner: American Airlines, located at: http://www.aa.com/i18n/ aboutUs/ourPlanes/ourPlanes.jsp 18.
The picture named Airplane on pink sky, Copyright
owner: Tom Lydon / Global Trends Investments, located at: http://www.etftrends.com/2011/01/airline-etf-takes-off-oilprices-could-ground/ 19. The picture named Couple taking a picture on airplane, Copyright owner: Digital Vision/ Getty Images, located at: http://www.gettyimages.com/detail/dv2073177/Digital-Vision 20. The picture named Couple Sitting on a Plane + Holding MP3 Players, Copyright owner: Digital Vision/ Getty Images, located at: http://www.gettyimages.com/detail/dv2073177/ Digital-Vision 21. The picture named Young couple in airplane, man sleeping, Copyright owner: Digital Vision/ Getty Images, located at: http://www.gettyimages.com/ detail/200139894-003/Taxi 22. The picture named Happy senior couple waiting for flight at airport, Copyright owner: Digital Vision/ Getty Images, located at: http://www.gettyimages.com/detail/95763199/ Iconica 23. The picture named Young woman on airplane, Copyright owner: Digital Vision/ Getty Images, located at: http://www.gettyimages.com/detail/109724884/the-AgencyCollection 24. The picture named Happy group of seniors, Copyright owner: Digital Vision/ Getty Images, located at: http://www. gettyimages.com/detail/95763183/Iconica ding boarding pass, Copyright owner: Digital Vision/ Getty Images, located at: http://www.gettyimages.com/ detail/83267223/OJO-Images 26. The picture named Seatings, Copyright owner: Bill Wilson, located at: http://www.virginamerica.com/about/airlinephotos/virgin-america-pictures.html
37. The picture named Smoothies, Copyright owner: Digital Vision/ Getty Images, located at: http://www.gettyimages. com/
28. The picture named In-flight amenities II, Copyright owner: Virgin America, located at: http://www.virginamerica.com/ about/airline-photos/virgin-america-pictures.html
38. The picture named Fruits, Copyright owner: Digital Vision/ Getty Images, located at: http://www.gettyimages.com/
29. The picture named In-flight amenities III, Copyright owner: Virgin America, located at: http://www.virginamerica. com/about/airline-photos/virgin-america-pictures.html
39. The picture named Fruits II, Copyright owner: Digital Vision/ Getty Images, located at: http://www.gettyimages. com/
30. The picture named In-flight amenities IV, Copyright owner: Virgin America, located at: http://www.virginamerica. com/about/airline-photos/virgin-america-pictures.html
40. The picture named Salad, Copyright owner: Digital Vision/ Getty Images, located at: http://www.gettyimages. com/
31. The picture named In-flight amenities V, Copyright owner: Virgin America, located at: http://www.virginamerica. com/about/airline-photos/virgin-america-pictures.html
41. The picture named Cookies, Copyright owner: Digital Vision/ Getty Images, located at: http://www.gettyimages. com/
32. The picture named In-flight amenities VI, Copyright owner: Virgin America, located at: http://www.virginamerica. com/about/airline-photos/virgin-america-pictures.html
42. The picture named Textures (I-X), Copyright owner: Digital Vision/ Getty Images, located at: http://www. gettyimages.com/
33. The picture named John Travolta at airport, Copyright owner: Breitling, located at: http://ultimate-luxury-community. com/do-celebrity-eedorsers-pay-off-for-luxury-brands
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Typefaces: These typefaces are solely to be used for comp purposes during the proposal process. If the client accepts the proposal, then the client must purchase the license for:
34. The picture named Flight Attendant I, Copyright owner: Digital Vision/ Getty Images, located at: http://www. gettyimages.com/detail/83267223/OJO-Images
1. The typeface named Saginaw, Copyright owner: SearchFreeFonts.com, located at: http://www.searchfreefonts. com/free/saginaw.htm
35. The picture named Flight Attendant II, Copyright owner: Digital Vision/ Getty Images, located at: http://www. gettyimages.com/detail/83267223/OJO-Images
2. The typeface named Walkway Black, Copyright owner: SearchFreeFonts.com, located at: http://www.searchfreefonts. com/free/walkway-black.htm
36. The picture named Served table, Copyright owner: Digital Vision? Getty Images, located at: http://www. gettyimages.com/
3. The typeface named Walkway Semi Bold, Copyright owner: SearchFreeFonts.com, located at: http://www.searchfreefonts. com/free/walkway-semibold.htm
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27. The picture named In-flight amenities I, Copyright owner: Virgin America, located at: http://www.virginamerica.com/ about/airline-photos/virgin-america-pictures.html
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T 64
he Internet is a powerful
is to create
tool that has emerged to
a “friendlier”
the service of its users. Every
platform to
day people are more likely to
effectively
use computers and electronic
engage in
applications to complete
conversations
their daily activities, that’s
with the readers.
why Web pages are vital
Through these
for a businesses success. A
“dialogues”,
Website could attract new
American Airlines could evaluate and have a
clients, reinforce relationships
better understanding of the customer’s needs.
with loyal customers and even AA Experience | 2011
serve as advertisement all by itself.
I
n order to maintain cohesiveness of the design plan, the new web pages will serve as a visual
representation for the new corporate image.
W
ith these re-designed
Serene colors, a simpler typography and layout
pages, the intention
will reinforce the project objectives.
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AA Experience app icon
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T
his animation is intended to be used at the redesigned AA Home Page.
The intention is to create buzz and
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present the external transformation of the corporate image. The call for action will be directed towards visiting the AA Experience site (www.aa./ aaexperience.com) where people can explore more about the new initiatives of the campaign.
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Frequent Flyer Program
AAdvantage 1.
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2.
A
merican’s AAdvantage® program is one of the largest and most popular loyalty programs in the world. Members can earn miles
for flying on American Airlines and participant airlines as well as for transacting with over 1,000 participating companies, both travel and AA Experience | 2011
non-travel related. And members can redeem miles for flights to almost 950 destinations worldwide as well as other awards including flight upgrades, vacation packages, car rentals hotel stays and other retail products.
• • • • • • • • • • • • • • • •
Preferred Seating Special Service Desk Wait list Priority Waived Ticketing Service Charge Priority Access Check-in Priority Access Security Screening Priority Baggage Delivery Baggage Allowance (up to 3 pieces free of charge) Waived Checked Baggage Charge oneWorld Alliance Benefits oneWorld Partner Lounge Access In-flight Complimentary Services In-flight Complimentary Electronic Kit Complimentary AA Experience In-flight kit. Special Credit Card (VISA) Offers Complimentary Wi-Fi On board
3.
4.
Launch date:: February 1, 1999. Destination airports:: 872. Destination countries:: 146.
Fleet size:: 2,470. Website:: www.oneworld.com Revenues::+US$90 billion
O
7.
8.
Services and products: 1. Frequent Flyer Card
9.
5. Complimentary beverages and snacks.
2. AAdvantage VISA Card 6. Spa-like atmosphere 3. Complimentary VIP Lounges. 4. High-end decoration.
7. American Airlines Electronic Kit. Complimentary products for AAdvantage Members.
8. American Airlines headsets Complimentary product for AAdvantage Members. 9. AA Experience In-flight Kit. Complimentary service for AAdvantage Members.
combined fleet of over 2,400 aircraft. neworld was voted the world’s Best Airline Alliance in the 2002, 2004 and 2005 Business Traveller Awards. The alliance was also named the World’s Leading Airline Alliance for the eighth consecutive year in the 2010 World Travel Awards and the world’s Best Airline Alliance in both the World Airline Awards 2010 by Skytrax and in the GT Tested y July 2010, Oneworld Reader Survey 2010 Awards by Global operates over 9,300 daily flights, carrying 335 Traveler. million passengers on a
B
O
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6.
5.
neworld is one of the world’s three largest global airline alliances. It was founded in 1999 by American Airlines, British Airways, Canadian Airlines, Cathay Pacific and Qantas. The alliance slogan is “foneworld revolves around you” and its vision statement is “To generate more value for customers, shareholders and employees than any airline can achieve by itself.”
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In-flight Amenities
O
n the air crafts, the transformation will be equally memorable. The
concept that was established for the corporate image, will be reflected inside the airplanes, with comfortable seating, individual entertainment systems, and on-board features such as: free WiFi service for frequent flyer program
AA Experience | 2011
members, power outlets in every seat, complementary healthy meals, pillows, and comfy blankets.
• • • •
Individual entertainment systems. High-end decoration on board. Outstanding customer service WI- Fi On board
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Food Services
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• Oatmeal
• Salads
• Mushroom Pasta
• Diet Products
• Smoothies
• Turkey Sandwich
• Salads
• Dried Fruits
• Fruit salads
• Mushroom Pasta
• Tofu & Veggies
• Natural Almonds
• Cereal
• Soft Drinks
• Soft Drinks
• Pita Chips
• Organic Juices
• Organic Juices
• Organic Juices
• Smoothies
The intention is to appeal to
• Diet Products
• Wine
• Wine
• Protein Bars
a healthy eating orientated
• Hot Drinks
• Diet Products
• Diet Products
• Protein Shakes
audience.
• Among others...
• Among others...
• Among others...
• Among others...
I
n-flight meals will be substituted by a healthy varied menu.
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Recycling Campaign 78
T AA Experience | 2011
o create a better and stronger presence in the community, a PR (public relations) campaign will be developed in association with an external private company, so the initiative could reach a wider audience. Adopting a recycling program can enhance a company’s reputation with its customers, employees, and surrounding community (Encyclopedia of Business, 2007). The intention is to recollect aluminum, paper and plastic from domestic and international flights, as well
as from the company’s office. By re purposing waste into new products, the dependence on oil can be reduced while lowering energy usage (2007). It is a common myth that recycling programs cost more money than regular trash disposal services. But, “overall, recycling programs save taxpayer money, reduce energy usage, and create jobs and business opportunities (Waste Wise Products Inc, 2010)”.
2.
3.
4.
1. Recycling Campaign Web Page 2. Recycling Campaign ipad app. 3. Recycling Campaign app icon 4. Recycling Campaign T-shirt
AA Dark Green
AA Green
AA Light Green
RGB: (0 | 89 | 39) CMYK: (90 | 37 | 100 | 36)
RGB: (64 | 102 | 25) CMYK: (74 | 37 | 100 | 28)
RGB: (131 | 159 | 109) CMYK: (52 | 23 | 69 | 2)
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1.
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Print Media | In-flight Amenities | Interactive Media | Merchandising | Customer Service
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Final Samples
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AA Experience iPhone app. AA Recycle Campaign iPhone app.
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Campaign by. Mayrelis Cordero Š 2011 For Full Sail University, FL.
AA Experience Campaign Copyright Š 2011 Mayrelis Cordero