Agency: RiechesBaird, Irvine, Calif.
Campaign: “Not Just Flights. Business Insights”
Launch date: March 2011
Creative credits: Strategic lead: Ray Baird; brand manager: Justin Garvin; art director: Michael Dula; copywriter: Tim Price; production manager: Doris Danford; microsite development: Peter Bohenek
Why we liked it: AA Cargo's integrated campaign that featured print advertising and a microsite was built around the tagline “Not just flights. Business insights.” The ads focused on how AA Cargo's understanding of trends in the global marketplace could help its customers make business decisions for the future. For example, one ad noted that the pharmaceutical industry will reach $900 billion by 2012 and promoted how AA Cargo could maintain an “unbroken coldchain for temperature-sensitive pharmaceuticals.”
