AAdventure
Student Program
We propose a AAdventure Student Program for American Airline, which provides benefits for students in United States and helps building brand loyalty.
01.
Intro
Mission and current audience
02.
Overview
The ask, brand statement, target audience, and profiles
03.
Challenges
Key challenges to resolve
04.
Insights
Problems - solutions
05.
Competitors
Who are our main competitors?
01
Intro
Current mission:
Let Good Take Flight
“At American Airlines, our purpose is to care for people on life’s journey – a mission that extends beyond the airline and into the communities we serve. “
Current target audience:
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Business men(49%) and women(51%)
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25-54 years old
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High-value customer (business and first class)
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Leisure travelers
02
Overview
The Ask
Affordable
Attract student who are interested in affordable travel
To-go
Become the go-to
airline students travel in
Sales
Increase sales in students by 15%
Brand statement
American Airlines is bringing in a new era of student traveling and budgeting with AAdventure Student Loyalty Program. With AAdventure, students can decide where and when to travel effortlessly, while enjoying special prices and also earning offers based on their loyalty.
New Target
All genders
Live in US
18-25 years old
Looking for affordable flights
College students
Profiles
Kelly is a University of Miami student, she is the youngest in her family, she has a loving mom and dad as well as older siblings, but her family lives in Los Angeles. After going to university, she always misses many of her family's birthdays and anniversaries because airfare is too expensive.
Alex is a sophomore studying in Boston College. He has friends scattered across the country attending different universities and is eager to go visit them. As a student, Alex is mindful of his budget and needs cost-effective travel options to make these visits feasible.
Mia is an international student studying at Columbia University, experiencing the United States for the first time. Eager to explore the country, she wants to take advantage of long weekends to embark on trips across the U.S. She often looks for affordable domestic travel options, making it financially feasible for her to explore various parts of the U.S.
03
Challenges to resolve
Students that want to surprise their family can’t afford a flight back home.
Parents won’t buy certain airplane tickets to places that they don't agree their child should go to.
Some students can only afford a one-way flight. They have to get creative on how to get back.
04
Insights
The problem
Students face challenges when looking for affordable travel options. Additionally, students often deal with the pressure of academic schedules, necessitating flexible travel arrangements that align with exam periods and semester breaks. Navigating the intricacies of travel, including booking flights and understanding varying travel regulations, can be overwhelming.
The solution
The American Airlines Student Loyalty Program is innovatively designed to simplify and enhance the travel experience for students. Tailored to meet the specific challenges of student travelers, the program provides exclusive discounts, flexible booking options, and unique perks, ensuring an affordable and stress-free journey.
05
The competitors
Primary
Secondary
06
The message
The Experience - AAdventure Student Loyalty Program
AAdventure rewards
Affordable seats
Book Last Minute Flight
Earn Loyalty Points & Miles
AAdventure website
07
Channels
Out-of-home
Billboards/Posters/Airport Kiosks/Student Organizations/Events/Campus
Social media
Instagram/Posts and Stories/TikTok/Podcast advertisements/AA Website
University
University Portals/University Websites/Newsletters
