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VOTE IN THE 'AD AGE' WEEKLY ONLINE POLL
BACKGROUND: Coming at a time when customer satisfaction with airlines declined for the third straight year, American Airlines knew instituting a first-checked-bag fee of $15 each way would be unwelcome news and tried to get out ahead of it with a detailed communications plan centered on talking points such as the impact of fuel prices, increasing competition, a detailed breakdown of the increasing cost of business and its fuel-conservation programs. All that was lost in the PR backlash the airline tried to prevent.

THIS WEEK'S POLL QUESTION: Does American Airlines' move to charge for checked luggage offer a marketing opportunity for rivals?

VOTE & COMMENT for possible publication in next week's 'Advertising Age' at nla_internal_2995241.jpg you have questions about the alerts, please mail
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Poll: Should Rivals Market Against American Airline's PR Woes?