With You All the Way
American Airlines unveiled their new consumer brand, the new American, in early 2013. American Airlines Cargo was challenged with refreshing their positioning and messaging in alignment with the new parent brand while ensuring relevance for B2B customers and differentiation in the shipping and logistics marketplace. American Airlines Cargo provides daily scheduled cargo lifts to more than 240 cities in 40 countries across the globe and serves B2B customers that range from freight forwarders to direct shippers of products such as pharmaceuticals, perishables like fruits and vegetables, family pets and human remains. It is a complicated business with no room for error. Luckily amid the issues the overarching AA brand was experiencing, the AA Cargo brand continued to be known as a true partner for shippers from the point of drop-off to multiple points of contact throughout the shipping process. Known as the carrier that is always there, and able to anticipate the needs of the customer, we partnered with the brand to bring its greatest strength and market differentiator to the forefront: the way they treat customers. “With you all the way” brand advertising launched to convey this commitment.
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Accolades
The integrated campaign has won multiple digital awards year after year, including a W3 Silver award for transportation website redesign and two Best-in-Class Interactive Media Awards for the transportation category.
Challenge / Goal
Publicis was tasked with refreshing positioning and messaging in alignment with the new consumer brand (American Airlines). We were asked to ensure relevance for B2B customers and differentiate in the shipping and logistics marketplace.