With an identified market of business travellers who could choose business class, American Airlines needed to capture the attention of specific set of the working population. Demographics and some specific research showed us that the Bank underground station had the highest proportion of this type of individual. So we took over the trav-o-lator situation in the station, using the posters to create a series of Americana-themed messages. We also commissioned an anthem timed to last the trav-o-lator journey (and then available as a free ringtone download) and offered hot towels to the tube travellers.
