American Airlines Brand Re-Appraisal Takes Off with OOH Challenge American Airlines have a vision “to become the greatest airline in the world”.   But they were just starting this journey. They needed to communicate their enhanced schedule, new planes and improved in-flight experience to a hard-to-reach AB audience in London. Ultimately, we needed to change perceptions and get people to re-appraise the brand. Solution Iconic DOOH formats brought fame and helped showcase American Airlines’ enhanced service. Large format sites at key rail and underground stations amplified reach to a key commuter audience, adding dwell-time to aid consideration. Taxis provided an impactful presence on the street, and our sponsorship of its Wi-Fi provided a public utility. Digital Taxi-Tops were incorporated and contextual messaging displayed when driving through key locations.  ECN Live screens located throughout offices in The City and Canary Wharf provided a highly targeted element, reaching this audience in their place of work. Results The OOH campaign cut-through and had a major impact on perceptions among those who recalled it:   Top of Mind Awareness of American Airlines increased by 112% Attitudes towards American Airlines enhanced as a result of the campaign, with brand favourability increasing by 70% Consideration for flying American Airlines increased by 51% Recommendation of American Airlines to others increased by 121%