American Airlines' transition of its co-branded AAdvantage credit card to an exclusive, lucrative agreement with Citi (announced in late 2024) hinged on clearly communicating this change to millions of loyal customers.
The full campaign was strategically deployed across key hubs to reach the most relevant, high-frequency travelers: Dallas/Fort Worth (DFW), American's largest hub; Miami (MIA), American Airlines’s largest carrier; and Los Angeles (LAX), one of the busiest airports in the US. The rebrand message was placed across DFW’s Digital Spectacular network, LAX’s Prestige and Gateway Digital Networks, and MIA's Prestige Digital Network, where it was showcased on 102 premium digital screens.
Airports are uniquely effective for communicating core brand changes due to their role as a captive, high-dwell-time environment where consumers are more receptive to advertising where up to 83% of frequent flyers notice OOH advertisements. This public platform lends an inherent sense of trust to the messaging as 49% of consumers find Out-of-Home (OOH) advertising more trustworthy than social media, and the premium, non-disruptive atmosphere reinforces the message's memorability and positive brand association (Alliance Media).
Southwest 'Getaways' Launch in HOU
Southwest Airlines is rolling out its new "Getaways" package in Houston with calculated precision. Launched in September 2025, this package sweetens the deal with two free checked bags, Rapid Rewards points, and flexible booking terms. By placing ads directly in the airport, Southwest ensures this high-value offer is front-of-mind for customers, turning travel downtime into a moment of decision.
The launch campaign for the new international flight routes was displayed on 90 digital screens across William P. Hobby Airport (HOU), ensuring both mass reach and crucial relevance. This extensive Out-of-Home (OOH) coverage, featuring enticing destinations like Cancun, successfully targeted the rapidly expanding international travel segment, which has seen an 8% increase in international travel at HOU.
By reaching travelers when their focus is already on flights and vacations, the campaign capitalized on customer mindset. This premium OOH placement is a unique tool for reinforcing brand relevance and driving customer investigation, a concept supported by a Nielsen study that notes 57% of frequent flyers who act on an airport ad visit the advertised website, allowing the announcement to immediately convert strategic route information into high-value, brand-aligned consumer engagement.
The Unrivalled Value of Airport OOH
JCDecaux’s airport networks provide a rare, uncluttered, and highly trusted environment for communicating essential brand news. American Airlines and Southwest both successfully harnessed this platform for mass visibility and message authority. The immediate business outcome of leveraging this captive environment was the ability to achieve a 144% uplift in Purchase Consideration and drive action at 4x the rate of other traditional media. This track record makes the network the most powerful investment for converting attention into measurable brand success.