'American Get-Together' Breaks | Adweek 'American Get-Together' Breaks | Adweek
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'American Get-Together' Breaks

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American Airlines last week launched its first majoradvertising initiative since Sept. 11 with a fare promotion tagged "The Great American Get-Together."

Print and radio ads broke nationwide from the carrier's agency, Temerlin McClain in Irving, Texas.

Set to air this week are 60- and 30-second television commercials depicting snapshots of family gatherings.

The spots' voiceover sentimentally provides a commentary that goes, in part: "Somewhere in America there's a table spread ... with bowed heads and held hands. There's commotion and noise and joy. And family."

"It's only natural that at this time of year people should be with the ones they love," said American vice president of marketing and planning Mike Gunn in a statement.

"As President Bush has reminded us, it's time to reconnect with the important people in our lives," he said. "That's what our Great American Get-Together fare sale and advertising campaign are all about."

Previously, the Fort Worth, Texas-based carrier had presented a brief"American's getting back to business" print campaign. The effort involved full-page advertisements in major newspapers.

Competitor United Airlines last week bowed its first television effort since the Sept. 11 attacks with a spot from Fallon in Minneapolis. The commercial shows United employees talking directly to the camera about the kindness and support they have received from customers since the terrorist attacks.