TM Advertising earned a bronze EFFIE® award at the 2006 EFFIE® Awards Gala at Manhattan’s Marriott Marquis, on June 7. The prestigious award recognized American Airlines “We Know Why You Fly” campaign for its tremendous effectiveness in the transportation category. EFFIE® is one of the most significant awards in the advertising industry because it’s the only national award that honors advertising effectiveness: advertising that meets or exceeds stated, measurable objectives.

“We’ve worked with American Airlines for more than 25 years and are excited to have helped the world’s largest carrier become synonymous with connecting people and great service,” said Tom Hansen, president of TM Advertising. “TM is truly honored to be recognized among the stellar list of other EFFIE® winners this year.”
Introduced by the New York American Marketing Association in 1968, the EFFIE® Awards have since expanded to 30 countries on five continents worldwide. For a complete list of EFFIE® winners, visit www.effie.org.

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Bell Helicopter, a unit of Textron Inc., (NYSE: TXT) announced today it has launched a new integrated branding campaign to promote the new 417 commercial helicopter. Developed by TM Advertising, Bell’s longtime advertising agency of record, the campaign presents Bell as the innovator and leading producer of commercial and military helicopters. The campaign introduces a new themeline “The Leading Edge of Vertical Lift,” and continues the company mantra “Fly Smart. Fly Bell.” and consists of new print advertisements, collateral, product brochures and online advertising. A completely redesigned Web site is also in progress and will break later this year. 

“We couldn’t have asked for a better launch for the 417,” said Mike Cox, vice president of communications for Bell Helicopter. “The recent Heli-Expo in Dallas turned out a large and very enthusiastic crowd. We took orders for 100 aircraft (46 Bell 417s) during the three days, nearly tripling our number from last year. TM’s strategy and creative were right on target and contributed largely to the success of this launch.”

TM developed six new print ads: “It was inspired by you. Now it’s returning the favor.”; “The future will see you now.”; “If you are in limbo, here is salvation.”; “The ARH bone is connected to the 417 bone.”;  “The best place in the world to learn how to be the best in the world.”; and  “(math equations fill the top half of the page) = You’re coming home.”

The print ads will be running in Heli-Ops, Homeland Protection Professional, HS Today, Offshore Magazine, Offshore Source, Police Chief, Rotor, Rotor & Wing, AHS Journal, Aviation International, Business and Commercial Aviation, Flight International and Helicopter International. Online ads break this week and will run on aviationnow.com and rotorhub.com.

“Bell is the world’s indisputable innovator and leading producer of commercial and military helicopters,” said Malcolm Mace, executive vice president group account director for TM. “Bell’s new branding campaign is unlike anything in the category. We wanted people to experience Bell in a whole new way, which is exactly what we accomplished at the recent unveiling of the 417. Everything from key cards to mini books to neck pillows – at every point of contact, people were connecting with Bell in a bold, refreshing way.”

As explained at the HAI Heli-Expo, the 417, a derivative of the 407, is the base platform for Bell’s armed reconnaissance helicopter (ARH) entry, but Bell designed the civil 417 first. A key feature of the new model is the Honeywell HTS900 turboshaft engine that will power both the 417 and the ARH. In addition, another key feature of the 417 is its integrated Chelton avionics system. The ARH will be final assembled and integrated in Fort Worth.

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American Airlines today debuts new television and print ads to extend its successful “We know why you fly(SM)” U.S. brand campaign. Since launching a year ago, the new brand advertising has met with highly enthusiastic consumer response. The advertising was created by TM Advertising, American’s long-time advertising agency of record, and includes two new television spots and six print ads, with a schedule that includes national cable television and key local markets.”We are very excited about the traveling public’s response to our brand advertising,” said Roger Frizzell, Vice President-Corporate Communications and Advertising for American Airlines. “Our research shows that the ads have had a significant impact on customers’ preference for American Airlines, and on their likelihood to travel with us.”

The new ads continue to build on American’s nearly eight decades of serving customers across the globe, and the depth of understanding that can only be gained through long experience. This series of ads also touches on the element of price, showing how American Airlines makes important moments in people’s lives more affordable.

“This extension of our brand advertising continues to position American as the airline that understands that, for our customers, their destination is not where the airplane lands, but someplace important beyond the airport,” said Frizzell. “With the introduction of our simplified pricing structure and the lowest fare guarantee on AA.com this year, plus our global network and 3,800 daily flights, those places are more accessible than ever before for our customers.”

In the consumer tracking research, well over 50 percent of respondents who said they were aware of American’s advertising also stated a preference for American Airlines. The research also showed an increase of more than 50 percent in future intent to fly American Airlines among travelers 18 years or older who were aware of the ads.

Two new television spots are the focal point of the expanded advertising program. “Red Pumps” conveys a story about a man who surprises his wife with a spur-of-the-moment trip. He does his best to pack for her, and as they arrive at the airport an overhead sign reads, “$99 surprising her with dinner. Out of town.”

The second spot, called “Jenkins,” demonstrates the benefit of American’s simplified pricing structure as a boss searching for Jenkins learns that the latter is a contractor who lives in another city and doesn’t actually work there at all. As Jenkins checks in at an airport for yet another flight, a sign reads, “$139 to making yourself invaluable.”

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American Airlines today unveiled a new brand campaign, marking an important milestone in the company’s market positioning. American’s first such initiative in more than a decade, the program includes a new tagline, “We know why you fly^K.”

The campaign is built around American’s nearly eight decades of flying passengers around the world, and the deep understanding that can only be gained from those years of service. Central to the brand program is American’s workforce of 80,000 professionals worldwide. The brand campaign also focuses on American’s historic strengths – including important attributes such as its global network, which every day flies more than 200,000 people to 250 cities in more than 40 countries with nearly 3,800 daily flights*; AAdvantage^® Travel Awards program, the world’s first and most popular frequent-flyer program; and American’s luxurious First-Class cabin accommodations.

“With much of the airline industry in chaos, this is an opportunity for us to reinforce what our brand stands for in the marketplace and to strengthen our long-term relationship with customers,” said Dan Garton, Executive Vice President-Marketing for American Airlines. “For our customers, we know the flight is a means to an end. It’s not just a seat on a flight to a place – it’s a seat on a flight to an important moment in your life.”

The company’s new brand positioning will be supported by a comprehensive integrated, bilingual marketing program. The advertising program includes television, radio, print and online ads in both English and Spanish. The ads will appear nationally and in key local markets.

The ads, featuring both customers and employees, illustrate the important linkage between the knowledge American employees possess and how that knowledge aligns with the reasons people fly, whether to attend a last-minute meeting or make it home in time to celebrate an anniversary.

The marketing program also will feature a special Web site accessible through AA.com titled WhyYouFly.com. The site will establish a dialogue between American and its customers, inviting customers to send in stories, photos and video that illustrate why they fly. The site also will enable customers to view the program advertising, as well as learn more information about the features and functions of AA.com, such as online flight check-in, flight status notification and online reservations.

The advertising campaign was created by TM Advertising, American’s long-time advertising agency of record. American Airlines and TM spent several months conducting consumer research leading to the development of the campaign.

American Employees Central to Brand

Because American employees are at the heart of the brand, the ad campaign will feature a Los Angeles-based employee in a speaking role in one of the commercials, as well as dozens of other employees who were identified through a company-wide open casting call that generated hundreds of responses.

“For nearly 80 years, American employees have been the heart and soul of our airline, and have dedicated their careers to serving travelers from around the world,” said Roger Frizzell, Vice President-Corporate Communications and Advertising for American Airlines. “Who better than employees to feature in the advertising supporting our brand? We’re reinforcing our brand by highlighting what our employees do every single day to ensure our customers have a great experience. We’re proud to make our employees such an important part of our campaign.”

Frizzell said the company has been rolling out the brand positioning with employees through special volunteer brand teams established throughout the company.

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