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American to raise UK profile


AMERICAN Airlines has launched its first television advert aimed exclusively at UK passengers as competition intensifies in the transatlantic market.



The campaign portrays the airline as the 51st state of the US and plays on the theme of wide open spaces, service and freedom.



Managing director European sales Jon Snook said it was aimed at all customers to raise American’s profile – as it battles for passengers with British Airways, Virgin and United Airlines.



“We are using a UK advertising agency for the first time, a first by a US airline, for this brand campaign. The mission is to try to reach the consumer. When people talk about BA and Virgin they know what to expect, but if you ask about American you can get a glazed look in their eyes,” he said.



The 50-second advert runs in southern England over the next five weeks.


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