I know we normally don't discuss AA marketing releases here, but I saw this on the wire and over on FlyerTalk, and thought it at least demonstrated the company acting on the "Why You Fly" brand announced last Fall. We've seen the commercials and the print ads, but this looks like the first time a direct-to-customer engagement is being pursued. (And it looks like employees can participate, FWIW.)
AA "WE KNOW WHY YOU FLY" CONTEST OFFERS ROUND TRIPS FOR TWO,
ENTRIES EARN MILES FOR MAKE-A-WISH FOUNDATION
Click to Win Your Dream Getaway from the Everyday
FORT WORTH, Texas – Beginning immediately, through April 5, 2005, airline passengers can enter to win the “We Know Why You Fly†contest by logging on to the American Airlines We Know Why You Flysm Web site, accessible through http://www.aa.com/whyyoufly. From parents flying to meet their prospective son-in-law, to the single “big city†lawyer making her way home for an overdue visit, to the homesick college kid looking for a home-cooked meal, flyers are invited to share inspiring stories, videos or photos illustrating the reasons they fly.
For every contest entry and every vote submitted, American Airlines will donate 100 AAdvantage® miles to the Make-A-Wish Foundation, up to one million miles total.
“We understand it’s not about the journey, it’s about the destination – making it home for a special occasion, sleeping in your own bed or seeing your kid’s baseball game," said Dan Garton, Executive Vice President-Marketing for American Airlines. “That’s why we’re inviting people to share their stories about why they fly. As an incentive, we’re rewarding those judged to tell the best stories with travel to any of American’s exciting destinations.â€
Web Users Will Select Prize Winners
In mid-April, a panel of marketing experts and American Airlines employees will choose nine finalists from the stories submitted during the five-week contest period. Finalists will be selected based on a variety of criteria, including the emotional appeal of the story, the entrant’s “We Know Why You Fly†theme interpretation, the format used to tell the story and the relevance to American’s brand image.
Contest finalists will be posted at http://www.aa.com/whyyoufly on April 22 where Web users will be invited to vote for their favorite stories and ultimately select the winners in each prize category. Prizes will be awarded for each format (story, video and photo). Winners will be announced on June 7. Prizes include:
Three Grand Prizes: AA will award each winner 12 trips each for two to anywhere in the world American Airlines, American Eagle or the AmericanConnection® carriers fly.
Three First Prizes: AA will award each winner one roundtrip Coach air transportation for four to anywhere in the world served by American Airlines, American Eagle or the AmericanConnection® carriers.
Three Second Prizes: AA will award each winner one roundtrip Coach air transportation for two to anywhere in the world served by American Airlines, American Eagle or the AmericanConnection® carriers.
The Make-A-Wish Foundation grants the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy. Miles donated by American Airlines and AAdvantage members enabled the foundation to fulfill thousands of travel wishes last year.
"When American launched the ‘We Know Why You Fly’ campaign last year, we heard from thousands of our customers willing to share their stories, and we expect to hear from even more during this contest, and that will benefit our friends at Make-A-Wish," said Garton.
Contest Supports New AA Brand Initiative
The launch of the contest is a continuation of American’s “We Know Why You Fly†marketing initiative, which was launched in September 2004 and is based on the premise that nobody understands air travelers better than the world’s largest airline.
The "We Know Why You Fly" branding effort marks American’s first such branding initiative in more than a decade, since "Something Special in the Air" was featured in the mid-1990s. The campaign is built around American’s nearly eight decades of flying passengers around the world, and the deep understanding that can only be gained from those years of service. Central to the brand program is American’s workforce of more than 80,000 professionals worldwide.
The brand campaign also focuses on American’s historic strengths – including its global network, which every day flies more than 200,000 people to 250 cities in more than 40 countries with nearly 3,800 daily flights; the AAdvantage® travel awards program, the world’s first such program; American’s luxurious First-Class cabin accommodations, Admirals Club® service and options offered to flyers by AmericanAirlines Vacationssm.
For more information and official rules, visit http://www.aa.com/whyyoufly.
AA "WE KNOW WHY YOU FLY" CONTEST OFFERS ROUND TRIPS FOR TWO,
ENTRIES EARN MILES FOR MAKE-A-WISH FOUNDATION
Click to Win Your Dream Getaway from the Everyday
FORT WORTH, Texas – Beginning immediately, through April 5, 2005, airline passengers can enter to win the “We Know Why You Fly†contest by logging on to the American Airlines We Know Why You Flysm Web site, accessible through http://www.aa.com/whyyoufly. From parents flying to meet their prospective son-in-law, to the single “big city†lawyer making her way home for an overdue visit, to the homesick college kid looking for a home-cooked meal, flyers are invited to share inspiring stories, videos or photos illustrating the reasons they fly.
For every contest entry and every vote submitted, American Airlines will donate 100 AAdvantage® miles to the Make-A-Wish Foundation, up to one million miles total.
“We understand it’s not about the journey, it’s about the destination – making it home for a special occasion, sleeping in your own bed or seeing your kid’s baseball game," said Dan Garton, Executive Vice President-Marketing for American Airlines. “That’s why we’re inviting people to share their stories about why they fly. As an incentive, we’re rewarding those judged to tell the best stories with travel to any of American’s exciting destinations.â€
Web Users Will Select Prize Winners
In mid-April, a panel of marketing experts and American Airlines employees will choose nine finalists from the stories submitted during the five-week contest period. Finalists will be selected based on a variety of criteria, including the emotional appeal of the story, the entrant’s “We Know Why You Fly†theme interpretation, the format used to tell the story and the relevance to American’s brand image.
Contest finalists will be posted at http://www.aa.com/whyyoufly on April 22 where Web users will be invited to vote for their favorite stories and ultimately select the winners in each prize category. Prizes will be awarded for each format (story, video and photo). Winners will be announced on June 7. Prizes include:
Three Grand Prizes: AA will award each winner 12 trips each for two to anywhere in the world American Airlines, American Eagle or the AmericanConnection® carriers fly.
Three First Prizes: AA will award each winner one roundtrip Coach air transportation for four to anywhere in the world served by American Airlines, American Eagle or the AmericanConnection® carriers.
Three Second Prizes: AA will award each winner one roundtrip Coach air transportation for two to anywhere in the world served by American Airlines, American Eagle or the AmericanConnection® carriers.
The Make-A-Wish Foundation grants the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy. Miles donated by American Airlines and AAdvantage members enabled the foundation to fulfill thousands of travel wishes last year.
"When American launched the ‘We Know Why You Fly’ campaign last year, we heard from thousands of our customers willing to share their stories, and we expect to hear from even more during this contest, and that will benefit our friends at Make-A-Wish," said Garton.
Contest Supports New AA Brand Initiative
The launch of the contest is a continuation of American’s “We Know Why You Fly†marketing initiative, which was launched in September 2004 and is based on the premise that nobody understands air travelers better than the world’s largest airline.
The "We Know Why You Fly" branding effort marks American’s first such branding initiative in more than a decade, since "Something Special in the Air" was featured in the mid-1990s. The campaign is built around American’s nearly eight decades of flying passengers around the world, and the deep understanding that can only be gained from those years of service. Central to the brand program is American’s workforce of more than 80,000 professionals worldwide.
The brand campaign also focuses on American’s historic strengths – including its global network, which every day flies more than 200,000 people to 250 cities in more than 40 countries with nearly 3,800 daily flights; the AAdvantage® travel awards program, the world’s first such program; American’s luxurious First-Class cabin accommodations, Admirals Club® service and options offered to flyers by AmericanAirlines Vacationssm.
For more information and official rules, visit http://www.aa.com/whyyoufly.
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