Client: American Airlines 

Role: Associate Strategist

The Challenge: American Airlines planned to release a new wave of flights from LA to NYC. We were tasked to identify and understand the consumers who would be the most interested and benefit from these series of flights.

The Insight:  We discovered a unique group of folks who perceived the CA to NY flight as a “commute,” therefore becoming our “Trans-Con frequent flier.”

In identifying these particular group of fliers, we conducted a series of 10+ interviews to help paint what their flying journey looked like. 

Other insights identified: 

• Extremely knowledgable about each city (LA + NYC) - “feels like its home” in either one 
• The commute is too long to just sleep or too short to get work done - uses the time to catch up on entertainment