In January 2013, American launched a new rebranding and marketing campaign dubbed, "The New American". In addition to a new logo, American Airlines introduced a new livery for its fleet. The airline calls the new livery and branding "a clean and modern update". The current design features an abstract American flag on the tail, along with a silver-painted fuselage, as a throw-back to the old livery. The new design was painted by Leading Edge Aviation Services in California. Doug Parker, the incoming CEO indicated that the new livery could be short-lived, stating that "maybe we need to do something slightly different than that ... The only reason this is an issue now is because they just did it right in the middle, which kind of makes it confusing, so that gives us an opportunity, actually, to decide if we are going to do something different because we have so many airplanes to paint".
The Resilience of the American Vacation in Mexico: This excellent enterprise piece from Skift’s Sarah Enelow-Synder is not about airlines, though the Mexican carrier Volaris figures prominently. Holger Blankenstein, who runs the airline’s commercial team, explains why marketing to Mexican-Americans is different from targeting vacationers. “In a Mexican-origin family, the son or daughter are the ones who buy the flight ticket for the parents,” he said. “How the family gets to know Volaris and the brand is passed down from generation to generation.”
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