American Airlines is surviving during Covid-19 Pandemic

During the Covid-19 pandemic, many airlines canceled the international flights. According to my research, American Airlines is struggling and surviving.

American Airlines is counting on its brand’s heritage which has an introduction video that is titled “You Are Why We Fly,” to remain connected to its customers at such a time when a good number of them are not flying due to the COVID-19 pandemic. The video illustrates a user-generated recording of almost empty airports and employees wearing masks on planes carrying very few passengers. The video is being showed on American Airlines-owned channels. It also accompanies creativity that runs across Facebook, Instagram, LinkedIn, and Twitter.

The commercial places American Airlines as supportive of fundamental employees who could be flying to offer care or even to deliver obligatory equipment. It tries to explain why the brand is still in operation during the pandemic. Additionally, American Airlines is using the strategy of opening its advertisements with audio that conveys how long the organization has been in operation and visuals from a number of airports and also planes.

I think that their reaction is good as it promotes a positive assurance message, which could resonate with passengers who are in need of a break from pandemic-associated negative news. Since the future of travel is not known, it would be imprudent for American Airlines to promote seasonal sales or even vacations in the middle of a pandemic that is forcing many individuals to remain indoors.

The COVID-19 pandemic will have a long-term impact on the way brands communicate with consumers in that most of the brands are now launching campaigns that are aimed at communicating hopeful messages by noting that the crisis will come to pass (Chevtaeva & Guillet, 2020). Company will have to use messages that concentrate on brand-building. That will help numerous airlines remain a top priority among customers.

References

Chevtaeva, E., & Guillet, B. D. (2020). A review of communication trends due to the pandemic:

perspective from airlines. Anatolia, 1–5.