Exhibit Resources hosted the fall Raleigh Durham AAF presentation at our showroom on Thursday. Dr. Rob Britton, former Managing Director, Brand Development and Advertising for American Airlines, discussed how the airline rebounded after the tragic events of 9/11, and how the marketing lessons learned through that process can inform marketing efforts in other turbulent times. American asked Rob Britton to lead American’s advertising and marketing team just three weeks after the attack.
Airline management is often crisis management, but that doesn’t even begin to capture the challenge American’s marketing team faced in 2001 and 2002. But Rob had experience with a previous American challenge, he had successfully managed the media and maintained American’s corporate reputation before and during the February 1997 pilot strike.
Rob explained what American did to nurture a strong brand, instill confidence in customers, employees and the larger public, and to generate sales. The new direction was a gradual evolution, starting with an initial campaign to honor those lost in the tragedy through print pieces that were tributes more than ads. Following that was a message that spoke more about the reasons people fly than the specifics of airplanes, airports or the logistics of travel. Rather, the stories behind why people fly, such as visiting family and friends, were brought to the forefront. The campaigns gradually built up to advertising that ultimately did bring in the use of triumphant, soaring imagery of American Airlines planes, and a strong, re-emerging brand.
Popularity: 12% [?]
