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American Airlines
We know why you fly
RAN IN: United States
CLIENT
American Airlines
Dan Garton, EVP- Mktg.
Roger Frizzell, VP- Corporate Comm. & Advertising
Rob Britton, Managing Dir.- Brand Development & Advertising
Steve Schlachter, Dir.- Worldwide Advertising & Promotions
Janette Coyle, Advertising Mgr.
Les Aistrich, Advertising Mgr.
AGENCY
Bill miller, Worldwide Account Dir.
Anita Wheeler, US Account Dir.
Bill Oakley, Group Creative Dir.
Shep Kellam, Creative Dir.
James Hering, Executive President- Dir. of Integrated Mktg.
Darynda Jenkins, VP- Group Media Dir.
SUMMARY
The mid-tier hotel category has become crowded with new and expanding chains, making it more challenging for Courtyard by Marriott to differentiate itself. The "Never Underestimate the Importance of a Good Night's Rest" campaign was designed to elevate Courtyard by Marriott above the fray of feature and amenity based communication.
