American Airlines is…

American Airlines is reducing its business class fares to the US in a bid to shore up its international business. The offer is supported by a press and outdoor advertising campaign carrying the strapline ‘America Reduced’. The ads, created by McCann Erickson, use iconographic images of America, from taxis and fire hydrants to hot dog stands. The campaign, which broke yesterday (Wednesday), runs until the end of November. Universal McCann is handling media. American Airlines says it wants to concentrate on the international market rather than the weak US domestic market. Two-thirds of its business is domestic and the airline has warned of heavy fourth-quarter losses. It has just announced it is laying off 1,100 staff in the first of a new wave of job cuts.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here