American Airlines "Follow Your Passions"
American Airlines has increasingly found itself in competition not just against other airlines, but also against travel Websites. TM Advertising proposed an integrated campaign drawing prospective travelers to book at AA.com before they even began searching other sites.
Our team came up with a program that encouraged people to fly to follow their passions. We created a microsite with a comprehensive listing of events like, concerts, sports and museum exhibits in American Airlines destination cities. Then we created a booking module that made it easy for visitors to immediately book American's guaranteed lowest fare from their nearest departure point to that event. We reached out with rich video ad units in key locations that brought the idea of following your passions to life. We increased interaction time by adding entertainment sections to the microsite including user generated travel videos and travel logs. And we drove viral activity by enabling visitors to email an invitation to fiends with booking tools that made it easy to come along.
The campaign brought thousands of direct bookings directly AA.com and gave American Airlines recognition not just as an airline, but also as a travel resource.
View Lawnmower Racing Ad (1.1mb)
View Concert Online Ad (1.5mb)
