2. TARGET AUDIENCE
• Tech Savvy
• Between ages 25-60
• Travel Often (work or leisure)
• Active on cell phone and social media
3. BIG IDEA
• Partner with large corporate businesses all over the world
Customer Perks
• 3 free upgrades to first class each year
• Free advertising in in-flight magazines
• Sponsored ad on in flight video screens
4. SOCIAL MEDIA
• Platforms Preforming Well
• LinkedIn
• YouTube
• Google+
• Twitter
• Platforms Needing Improvement
• Facebook
• Pinterest
• Instagram
• Company Blog
5. PAID SOCIAL ADVERTISING
• Use social media to better target consumers and influence them at the
browsing/planning stage of their online search
• Facebook
• Twitter
• LinkedIn
6. INTERNET MARKETING
• Paid advertising
• Display on luggage websites, hotel websites, department store websites
selling luggage, and travel websites.
• SEM
• Use keyword phrases such as: “Book airline tickets, cheap airline flights,
travel destinations, last minute flights, American flights, business travel, and
leisure travel.
7. MOBILE WEBSITE
• Streamline the website for booking flights
• Default home page “Book a trip”
• Spend largest budget portion on mobile
8. MOBILE APP
• Add more airport maps
• Fix problems that cause app to close, and not update flight times
• Increase speed
• Increase testing procedures and spend
9. BUDGET
• 2014 spend = $30 Million
• Large increase in mobile strategy
• Increase social media usage
• Corporate Partnerships
• Account for $10-15 million increase
• Total Budget Spend = $40-45 Million
10. KPI’S TO TRACK SUCCESS
• Sales
• Conversion Rate
• AAdvantage member data and usage
• ROI
• Social Media engagement trackers
