To make American Airlines relevant to a contemporary audience, we needed to turn this legacy brand into a modern icon. We started with their symbol and made it mean something greater than just an airline. It represented the greatness in flying. And instead of talking about the products and services we make, we chose to reintroduce the brand by celebrating the people that inspire us to make flying great – the world’s greatest flyers.
We spoke to the World’s Greatest Flyers through all touchpoints on a global scale. We carried our design theme and aspirational tone in out of home boards and posters in major cities and airports. Flyers also saw them in newspapers and magazines, online video and broadcast film, and as a web destination.