The Guardian is to go ahead with an American Airlines promotion, originally scheduled for September, which was pulled in the wake of the terrorist attacks on the US.
For the tie-up, The Guardian and the Observer will offer “Two For One flights” to 21 US destinations.
Two of the planes used in the September 11 attack on the US were American Airlines jets. The airline was also targeted by a terrorist carrying explosives in his shoes just before Christmas.
The promotion will be supported by advertising through BMP DDB and includes national television and radio advertising and 26 London outdoor sites, with buying by PHD. All advertising will be jointly branded as The Guardian and the Observer together with the airline branding. The newspaper group refused to comment on the spend.
Readers have to collect tokens published in each issue of both newspapers from January 12 to 20. Flights are available from January 22 to May 31 (excluding March 19 to March 31) and destinations include Boston, Chicago, Los Angeles, New York and San Francisco.
Guardian Unlimited Travel has teamed up with Rough Guides to provide users with Rough Guides’ pick of the sights and activities for a number of the destinations being offered.