American Airlines Debuts New Flagship Experience Advertising

Experiential Website Gives Customers a Sample of American's Premium Service

FORT WORTH, Texas, Feb. 21 /PRNewswire-FirstCall/ -- American Airlines is
unveiling a fully integrated advertising approach that utilizes various media
-- television, print and online -- to focus on international premium class
travelers and to increase awareness of American's premium travel experience.
The campaign, created by TM Advertising, American's longtime agency of
record, is designed to support American's premium class Flagship(sm)
Experience, focusing on the next-generation Business Class on American's
Boeing 777 and Boeing 767-300 aircraft.
To launch the advertising, American is introducing a new, 30-second TV
commercial aimed primarily at international premium class travelers. The spot
exclusively features computer-generated imagery and will air in select markets
during this year's Academy Awards program on Sunday, Feb. 24.
Additionally, a new micro-site, http://www.aa.com/flagship, provides
flyers with a rich, virtual experience of American's premium class offerings
while presenting the new Business Class service. The Web site, which will be
available for use in eight countries, will be supported by print and
collateral advertising, direct mail, and public relations efforts.
"This Flagship Experience approach is different from what we've done in
the past. It reflects how our brand is evolving, and it demonstrates that
we're in tune with our customers' needs," said Dan Garton, American's
Executive Vice President - Marketing. "Additionally, it brings to life the
improved experience American Airlines customers will enjoy as a result of our
most recent enhancements to our Business Class product. Whether our customers
are working, enjoying a meal and a movie, or just relaxing, we know how
important it is for them to be comfortable on their flights."
"Our creative concept is focused on the stream of consciousness someone
could have when flying in American's new international Business Class," said
Bill Oakley, Group Creative Director for TM Advertising. "Online, we wanted to
create a tremendously rich virtual experience that reflects the extensive
upgrades of premium services on American's international flights. The idea of
tapping into these customers' thoughts and creating various 'worlds' to
reflect different personalities allowed us to develop a highly aesthetic and
engaging campaign that showcases what American's new international Business
Class experience is all about."
American Airlines, the world's largest airline and a founding member of
the oneworld(R) Alliance, completed the installation of its next-generation
Business Class product in December 2007 on its fleet of Boeing 767-300
aircraft and has installed the next-generation Business Class product on half
of its Boeing 777 aircraft, with the remainder slated for completion in 2008.
American's new Business Class seats, designed by Recaro, are highly
adjustable with five independent motors. They feature a bed length of
76 inches and include privacy dividers, a unique track-forward ability and
interlocking tray tables. Updated features also include personal inflight
entertainment devices with audio and video on demand, state-of-the-art cabin
lighting, and sleek, ergonomically designed overhead bins.
About American Airlines
American Airlines is the world's largest airline. American, American
Eagle and the AmericanConnection(R) airlines serve 250 cities in over
40 countries with more than 4,000 daily flights. The combined network fleet
numbers more than 1,000 aircraft. American's award-winning Web site, AA.com,
provides users with easy access to check and book fares, plus personalized
news, information and travel offers. American Airlines is a founding member
of the oneworld(R) Alliance, which brings together some of the best and
biggest names in the airline business, enabling them to offer their customers
more services and benefits than any airline can provide on its own. Together,
its members serve nearly 700 destinations in over 140 countries and
territories. American Airlines, Inc. and American Eagle Airlines, Inc. are
subsidiaries of AMR Corporation. AmericanAirlines, American Eagle,
AmericanConnection, AA.com and AAdvantage are registered trademarks of
American Airlines, Inc. (NYSE: AMR).
AmericanAirlines(R) We know why you fly(R)

Current AMR Corp. releases can be accessed on the Internet.
The address is http://www.aa.com

SOURCE American Airlines, Inc.

Charley Wilson, Fort Worth, Texas, Corporate Communications of American
Airlines, Inc., +1-817-967-1577, corp.comm@aa.com