From time to time, American Airlines posts videos on Youtube that sometimes showing where your bag goes at Dallas/Fort Worth Airport or their latest television commercial.
On Tuesday, American's latest video entry was called "I Believe in American." And then today, @AmericanAir followers got a tweet that said, "We believe in American. Retweet this video if you do too."
The three-minute video is a slickly produced shoot that features American employees and customers talking about their pride in the Fort Worth-based carrier. It appears that a significant portion of it was filmed in the airline's Admirals Club at DFW Airport in Terminal D and on the tarmac.
And the tagline is "I believe in American."
So are we seeing the start of a "Keep Delta, My Delta"-like campaign?
In 2006, when Delta Air Lines was in bankruptcy facing a takeover bid by US Airways, the carrier launched a successful public relations campaign that featured employees, community leaders and executives talking about the culture of Delta. "Keep Delta, My Delta" people involved in the campaign cried. In the end, Delta's creditors committee rejected US Airways' bid.
Fast forward six years and US Airways is trying to buy American's parent company, AMR Corp., which is in bankruptcy. Since January, US Airways executives have been publicly talking about the benefits of a US Airways-AMR merger. AMR executives, on the other hand, have been focused on restructuring and negotiating new contracts with its unions and only recently said they would consider merger opportunities while in bankruptcy.
So Sky Talk readers, what do you think? Do you "believe in American?"
UPDATE: American said the video is not part of a larger public relations campaign and in a statement, American spokesman Andy Backover said: “We introduced the `I believe in American’ video internally to our people last week and we started to share it with our customers this week. As we move through the process of restructuring and rebuilding the new American, we continue to be awed and inspired by the commitment of our people and our customers to the future of our airline. Our legendary history means something to those who know us – this video was simply a way to capture those sentiments and recognize those who are putting us in a position to win again. We are incredibly gratified that so many people, both inside and outside the company, believe in American and are rooting for it to succeed. We are humbled by their support.”