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American Airlines Group, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Following the merger of AMR Corporation and US Airways Group in late 2013, American Airlines Group, Inc. became the largest passenger airline in the world. At its founding, December 9, 2013, it had more than 330 destinations, and served more than 50 countries.

Main Telephone (480) 693-0800
Main Fax (480) 693-4265
Primary Address
4000 East Sky Harbor Boulevard
Phoenix, AZ 85034
USA

American Airlines Group, Inc. Contacts

Contacts (5/51)
Name Title State
Doug P. Chairman & Chief Executive Officer - American Airlines Group & American Airlines TX
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (817) 963-1234
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 4000 East Sky Harbor Boulevard
Phoenix, AZ
85034
USA

Andrew N. Chief Marketing Officer TX
Derek K. Chief Financial Officer TX
Beverly G. Senior Vice President & Chief Integration Officer TX
Robert I. Chief Operating Officer TX

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
American Airlines ********
American Eagle Airlines *
American Airlines Group Inc. *******
American AAdvantage *
American Airlines Cargo *

Agency Relationships


Brand Agency Service From To
******** ********** ******** ********* creative, digital unknown present
******** ******** ****** ************** creative, multicultural 2005 present
******** ******** ******** ********* creative, digital unknown present
******** ******** **** *********** multicultural 2006 present
******** ******** ***** ********* multicultural, public relations unknown present

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WinmoEdge

Q1-Q2 Media Opps: American Airlines launches first work from new AOR


Subject: TV, digital, outdoor, print, magazine, video, social media, mobile

Company: American Airlines, one of the largest airlines in the world. 

Opportunity: MDC's CP+B's first work for AA wasn't scheduled for take off until next year, but it launched this week. Nice to see no delays. 

Using the tagline, "The world's greatest flyers fly American," this is the airline's first major brand campaign since since it integrated with US Airways. It also seems to be designed to put people to sleep during long flights - win-win. Besides TV, the launch campaign will feature 15-second online videos, out-of-home ads and newspaper wraps in the New York Times and Los Angeles Times. 

AA is still developing aspects of the campaign to be introduced around the holidays and New Year's, Jen Adams, AA's managing director of marketing, told the Chicago Business Journal. So, sellers in key hubs such as as Chicago, LA, New York City, Dallas/Ft. Worth and Charlotte, NC should continue to target Q1-Q2 traditional and digital ad revenue.

Advertising levels have taken a nosedive the last few years, but ad budgets, especially TV, should resume normal cruising altitude next year. Furthermore, while the post-integration party will most likely will target a wide mass audience (MediaCom, NY handles media planning and buying.

Additional Insight

Media Spend: Spent $16 million on measured media last year, down 38% from $25.9 million in 2014, according to Kantar Media. Budget last year was split about 40/35/20 between print, OOH and display. Most of the remaining 5% supported search and spot TV ads. 

Digital Breakdown: Since January, Pathmatics reports that $1.2 million has been spent on 214.6 million desktop impressions (see spend share breakdown right). Adara Media has been the most used ad network, and AppNexus is the primary DSP. Top targeted site-direct partners include hollywoodreporter.com, billboard.com, nbclosangeles.com, mlb.com, ktvb.com, tripadvisor.com and nbcnewyork.com.

Video activity has been relatively low (about $300,000 on 19 million impressions) but it started increasing in May. Impressions have been bought mostly through Google AdX + AdSense. Most of the remaining 50% of impressions flowed site direct and through Xaxis, WPP's trading desk.

Top targeted direct sites include hollywoodreporter.com, ninjakiwi.com, usatoday.com, about.com and screenrant.com. 

American Airlines
4333 Amon Carter Blvd.
Fort Worth, TX 76155
(817) 963-1234

Andrew Nocella 
Chief Marketing Officer
(817) 963-1234
andrew.nocella@aa.com

Fernand Fernandez
Vice President, Global Marketing
(817) 963-1234
fernand.fernandez@aa.com