American Airlines is "going for great" in three of its key hubs -- Los Angeles, Chicago and New York.
What this phrase means, I am not sure. It seems a bit trite. But I won't pass judgment on the campaign until I actually see some of the work. And according to American, you'll soon be seeing "Going for great" on billboards and in print and online. It sounds like billboards are planned for Times Square and Citigroup Center in New York.
Why only in Chicago, New York and Los Angeles? Here's what American VP of marketing Fern Fernandez said in a recent airline employee newsletter:
"These cities are highly competitive, fragmented markets, and we have a fantastic product to share with our customers and potential customers," Fernandez said. " Our competitors are active advertisers in these cities. By not having a voice, our competitors are, in essence, telling our story for us. But we’re ready to tell it ourselves and show them all the great things happening at American."
Judging from the Q and A in the employee newsletter, American will use the campaign to highlight some of its newer and refurbished aircraft, such as the Airbus A321T on coast-to-coast routes and the Boeing 777-300ER and 777-200s flying internationally.
As for whether we might see "going for great" in other markets, Fernandez told employees to stayed tuned. "We’ll continue to assess all the ways we’re going for great, and when we’ve got a story to tell with customers in our key markets, we’ll be sure to bring that into the mix," he said.
I haven't seen the phrase much yet, but I did track down this screen shot below.
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