Leveraging the logos of
failed airlines is not a standard travel industry tactic, but AA is banking on
the retro appeal of old clunkers such as TWA to woo passengers into a nostalgic
Apparently "heritage" plane liveries are all the rage at AA as they
roll out a series of tails emblazoned with the colours of the various carriers
they have swallowed over the years. It is meant to "evoke memory and
emotion from another era." Is that the era when airlines were bleeding red
ink all over the tarmac?
According to Fernand Fernandez, American’s V.P. Global
Marketing, “Customers will also identify with the historic logos and
colours of the companies that now form the fabric of the modern-day American
The fabric he refers to is a weave of mergers and acquisitions which affected
the livelihoods of thousands of employees and dramatically changed the airline
landscape in the U.S. But, taking the example of Pan Am, apparently there is an
appetite for nostalgia and American is taking full advantage of it.
In addition to the liveries,
amenity kits with the logos of non-existent airlines are also being
“These retro amenity kits are a small tribute to the heritage of their careers
and their legacy carriers,” said Fernand Fernandez.
This “experiential time-travel” will be available to AA pax through January