American has shifted a significant portion of its $10m (£5.4m) European spend into a partner-marketing programme, involving tie-ups with Morgan Stanley, hi-fi equipment firm Bose, Columbia TriStar, Abbey's online banking arm cahoot and ITV for its coverage of next month's Super Bowl. It is still seeking a deal with a major FMCG brand.
Chris Taylor, American's European sales promotions manager, said the scheme, developed in conjunction with Touchdown, would enhance the brand 'through endorsement with familiar, quality UK companies'.
He added that American has struggled in the past to differentiate its brand from a generic name used for all US operators.
The programme, a first for the airline, is seen as a cost-effective marketing alternative. The budgets of US airlines have been restricted by the tough trading conditions following 9/11.
Planned activity includes a television promotion with ITV ahead of the Super Bowl on 6 February. The Columbia TriStar tie-up involves year-long promotional activity around the company's major film and DVD releases.
American has in the past arranged one-off promotions with brands such as Walkers, Tesco and The Daily Telegraph, but Taylor stressed that the latest activity was about forging long-term strategic partnerships.
American's parent, AMR Corporation, posted a loss of £115m for the three months to 30 September, compared with a £500,000 profit for the same period in 2003.
_1.jpg)
.jpg)
