Frizzell: AA's message will focus on the customer

In step with the "you-focused" campaigns of this fall, in 2010 American Airlines' communications is going to be all about the customer, Roger Frizzell, the company's VP of corporate communications, said in a recent meeting with PRWeek.

In step with the “you-focusedcampaigns of this fall, in 2010 American Airlines' communications is going to be all about the customer, Roger Frizzell, the company's VP of corporate communications, said in a recent meeting with PRWeek.

He said the customer-centric message has gotten lost as the company has focused on its finances and operations. As part of this new approach, its communications will emphasize AA's loyalty programs, as well its recently redesigned terminals.

We'll re-look at some of our local markets and have a more localized marketing strategy... in particular with markets like Los Angeles, Dallas, Miami, New York, and Chicago that have high concentrations of business travelers.

With such a customer-focused approach, how will AA communicate its recent fees that have irked some travelers, I asked Frizzell.

Airlines are unique, in that our prices have mostly held firm since 2004 – if not longer. The prices have not moved with inflation…[The fees] help keep flying really affordable.

Next year, AA will also work on differentiating itself from low-cost carriers, put more resources into social media, and do more targeted outreach to niche and minority groups. There are no changes planned with its AOR Weber Shandwick, Frizzell added.

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