AMERICAN AIRLINES

ISSUE

American Airlines aimed to use the Philadelphia Eagles’ appearance in Super Bowl LII as an opportunity to publicize its standing as both the Eagles’ official carrier and Philadelphia’s hometown airline.

In addition, the airline wanted to get word out that it was increasing flights from Philadelphia to Minneapolis in the week leading up to the Super Bowl to better serve the thousands of Eagles fans going to the game.

 

STRATEGY

American printed 6,000 white rally towels featuring both its logo and that of the Eagles, along with the fans’ anthem: “Fly Eagles Fly.” The towels were placed on the seatbacks of planes headed from Philadelphia to Minneapolis on days leading up to the Super Bowl.

Ceisler Media’s team saw the opportunity to generate earned media, engage public officials and use the towels as positive marketing for the airline.

Four days before the Super Bowl, we helped coordinate a getaway rally for passengers booked on American’s 6 p.m. flight, complete with Eagles cheerleaders and a string band. The event garnered three separate hits on the local NBC affiliate – each one showing happy customers and mentioning the increased number of available flights.

Over the next few days, there was more coverage – in the Philadelphia Inquirer, Philadelphia Business Journal and on four other local TV stations.

On the Thursday before the Super Bowl, we placed the American Airlines-Eagles rally towels over each chair at the Philadelphia City Council. During that day’s session, city officials recognized American as Philadelphia’s hometown airline. All 17 council members, along with representatives of the Mayor’s Office and audience members joined together in waving the towels and singing the Eagles fight song.

To further enhance the marketing effort, Ceisler Media assisted American with creating a full-page ad in the Philadelphia Business Journal, which included a photograph of about 30 American employees in full Eagles regalia, waving their rally towels.

RESULT

The quick-turnaround campaign generated waves of positive publicity for American Airlines during an important time for Philadelphia. Many fans, city officials and elected leaders mentioned @AmericanAir through their social media accounts and posted photographs displaying the rally towels along with hashtag #FlyEaglesFly to join the city-wide promotion for the Eagles.

Oh, and by the way, the Eagles won the Super Bowl. Thousands of joyous fans flew American Airlines home from Minneapolis with smiles on their faces. And those rally towels? They made a final appearance at the steps of the Art Museum where the Eagles’ championship parade attracted millions.

 

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