Encyclopedia of Major Marketing Campaigns | American Airlines Corporation

• Another Near Miss
• The Dark Side of Frequent Flying
• Further Reading
• Throwing a Wrench into Things
• Further Reading

PO Box 619616
Dallas/Fort Worth
Airport
Texas

USA
tel: (817)355-1234
website: http://www.americanairlines.com

Overview

In 1980, with meager goals and little confidence from management, a small group of American Airlines employees developed a new marketing tool. It was "a way for someone who was a very heavy traveler to win a free trip to Hawaii," recalled Rolfe Shellenberger, then manager of marketing planning at American....