TM Promotes Airline’s World View

DALLAS In a campaign from TM Advertising breaking this week in Chicago, American Airlines promotes its international routes from O’Hare International Airport.

“Our theme for this campaign is, ‘We know life can take you virtually anywhere, and that’s exactly where we fly,'” said Rob Britton, managing director for brand development and advertising at American. “It resonates with many of our frequent fliers and is easily understood by those passengers who may only travel once or twice a year.”

The Chicago campaign features a TV spot filmed on location in Madrid, Paris and Los Angeles last spring. Using the “We know why you fly” tagline, the commercial promotes American’s global network.

“This campaign is clean, colorful and single-mindedly focused on American’s global scope,” Britton said.

Additional elements include increased spending in Chicago-area magazines, out-of-home ads on Chicago Transit Authority and billboards at 11 downtown and North Side locations.

Direct mail and online components are included, along with Spanish-language ads and print efforts targeting African-American consumers.

American spent $80 million on advertising in 2005, per TNS Media Intelligence.

The Chicago commercial, titled “Global Scope,” depicts a globe-trotting executive who stays in touch with his daughter by phone. In the end, the daughter is able to join her father on one of his international trips because of his frequent flier miles.

The production of the commercial in English and Spanish versions took place in three countries and two continents with two casts.

“Ideally, we’d shoot a commercial like this over several months in a dozen cities,” said Bill Oakley, group creative director. “But budget and time are always factors.”

TM Advertising, an Interpublic Group agency and part of McCann Worldgroup, is based in Irving, Texas. Longtime client American Airlines is based in nearby Fort Worth, Texas.

Separately, American said it was mulling legal action and could pull ads from ABC following the carrier’s portrayal in a recent network film on the 9/11 attacks [Adweek Online, Sept. 12].