Full Campaign Plan Book
Campaign Summary
Big Idea
During my final semester at The University of Alabama I was the Media Director for the Meraki Agency and helped create an integrated marketing campaign for American Airlines. My role as media director helped oversee visual elements as well as navigating appropriate communication channels for the campaign.
The main objective of the campaign was to increase the number of leisure travelers to join the American Airlines loyalty program, AAdvantage. The problem at hand was that current leisure travelers were not aware of the many benefits that are offered of the loyalty program other than just purchasing a flight. In order to raise awareness and position the loyalty program as an everyday asset to leisure travelers we created a plan book including our research, a big idea, and five strategies to execute.
Our big idea for the campaign was to showcase how being an AAdvantage loyalty member can apply to anyone's lifestyle. "Live in ________." shows how everyone's lives are different and how the AAdvantage program can become a benefit to any type of lifestyle whether its live in adventure, luxury, relaxation, or family. Our campaign showcases all the different lifestyles someone can live in with the AAdvantage program.
Live in Snapshots
Main Promotion Strategy
2-Sheet Subway Advertisements for NYC commuters to see on their way to work.
In-Flight seat-back screen advertisements
Instagram advertisement variations
Subway Car advertisements for NYC commuters to see on their way to work.
Transit Advertisements – Side of Bus
Transit Advertisements – Back of Bus
In-Airport at-the-gate TV screen advertisements
Live in adventure 0:30s commercial
Media Strategy
Client: American Airlines
The media strategy for the campaign focused on finding the best ways to connect to our target audience of leisure travelers. From our research we gathered that leisure travelers fall between the Millennial and Generation Z age ranges. Therefore finding the platforms they use the most was the first step to approaching the appropriate communication channels for the campaign. We found that our audience has made the switch from cable TV to popular streaming services such as Hulu, YouTube TV, and Peacock. Also known as "cable cutters," we found that our audience relies heavily on social media to make decisions and often turns to social media daily to share their life experiences.
Meraki Agency Members
CEO: Andrea Phillips, Creative Director: Cori Greenfield
Research Director: Tori Manson, Media Director: Alyssa Harrison
Members: Isabella Asencio, Jordan Axel, Hannah Collier, Stacie Davis, Griffin Gabbert, Cam Meanwell, Katelyn Lambert, Karly Newhouse, Alex Ramirez, Asher Roddy, John Rose and Maggie Zeigler.