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.