January 16, Support for American Airlines Application to Serve Los Angeles-Haneda (Docket DOT-OST )

Transcription

1 Howard Kass Vice President, Regulatory Affairs January 16, 2015 Docket Operations and Media Management U.S. Department of Transportation 1200 New Jersey Avenue, SE West Building Ground Floor, Room W Washington, D.C Re: Support for American Airlines Application to Serve Los Angeles-Haneda (Docket DOT-OST ) Enclosed please find an example of the nearly 2,300 letters from American Airlines employees to Secretary Foxx expressing support for American s Los Angeles-Haneda service proposal. Also enclosed is an overview of the extensive social media campaign supporting American s proposed Los Angeles-Haneda route. Finally, enclosed are more than 80 letters of support from various business entities for American s service proposal. Please let me know if you have any questions. Sincerely, Howard Kass Enclosure 1401 H Street, NW, Suite 1075 Washington, D.C

2 The Honorable Anthony R. Foxx Secretary of Transportation U.S. Department of Transportation 1200 New Jersey Avenue, SE Washington, DC Re: Application of American Airlines in the U.S.-Haneda Combination Services Allocation Proceeding, Docket DOT-OST Dear Secretary Foxx: I write to you today to express my enthusiastic support for American Airlines and its application to acquire a slot pair from the Department to serve Tokyo's Haneda Airport from Los Angeles International Airport. Nonstop flights to Haneda are a scarce national resource that should be distributed amongst U.S. carriers to obtain the maximum consumer and economic benefits. Yet, today three U.S. carriers operate the four daily flights at Haneda, limiting travel options for U.S. consumers and shippers who want convenient access to Tokyo. American's proposed daily service from Los Angeles to Haneda will have the effect of increasing cultural, tourism and business ties between the United States and Japan. American would provide important consumer and competitive benefits in the Haneda market, not only by competing head-to-head with other carriers on the Los Angeles-Haneda route, but also by enhancing the overall competition for service between the U.S. and Tokyo. Los Angeles is the largest continental U.S. gateway to Tokyo and demand in the Los Angeles- Tokyo market is almost five times larger than Seattle-Tokyo. A new U.S. entrant into Haneda would provide additional consumer choice and important competition in the Tokyo market. I strongly believe American's application for nonstop service between Los Angeles and Haneda will increase competition and maximize public benefits by ensuring the full use of this valuable Haneda slot pair. Therefore, I urge you to approve American's proposal to serve Haneda from Los Angeles. Signed,

3 Social Conversation Update LAX HND Application and #LetAAFlyHaneda January 15, 2015

4 Social Insights Volume & Sentiment Since January 4, there have been 1,084 public social mentions of the Haneda campaign in relation to the American Airlines brand (mentions include the #LetAAFlyHaneda hashtag & associated keywords). These mentions have created approximately 3.3M potential social impressions. The net sentiment score is a positive 47% on a scale from -100 to +100 (where 0 is the midway point). The majority of mentions (65%) have been neutral, with an additional 26% positive. Note: Insights are gathered from Netbase, a listening tool that captures public social conversation based on specific user-identified keywords. 2

5 Social Insights Sources & Top 50 Terms The words and phrases used most commonly in social mentions related to the campaign are in the word cloud below. (The larger the font, the more times the term was used). About 45% of the public captured* social conversation has been on Twitter (Microblogs). An additional 19% of conversation has been in News stories, with 15% in Forums, 13% in Blogs, and 8% on Social Networks (like Facebook). *Does not include mentions on private social channels, such as many Facebook pages. Note: Insights are gathered from Netbase, a listening tool that captures public social conversation based on specific user-identified keywords. 3

6 Social Insights Sample Conversation Along with numerous re-posts of our original social messages, there have also been many organic posts that neutrally report the facts (some in foreign languages). 4

7 Social Insights Sample Conversation 5

8 Social Insights Sample Conversation There have also been many organic posts that enthusiastically endorse the campaign. 6

9 Social Insights Sample Conversation 7

10 Social Insights Sample Conversation 8

11 Social Media Strategy #LetAAFlyHaneda Use social media to educate, share information and create action from followers: Provide background, and why they should care. Offer ways to get educated and find out more. Request action to support. Appeal to influencers - community and customer, to support American s application. Illustrate why American s proposal is the better choice for competition. Mobilize support for American s bid for the route. 9

12 Social Messages January 5 Twitter Favorites: 84 Retweets: 78 Replies: 14 Potential Impressions: 1,075,532 Google+ +1s: 162 Comments: 6 Shares: 16 LinkedIn Interactions: 44 Clicks: 85 Impressions: 18,954 10

13 Social Messages January 6 Twitter Favorites: 21 Retweets: 30 Replies: 8 Potential Impressions: 1,125,536 Google+ +1s: 32 Comments: 4 Shares: 1 LinkedIn Interactions: 42 Clicks: 130 Impressions: 17,423 11

14 Social Messages Facebook Cover Photo - January 6 12

15 Social Messages January 9 LinkedIn Interactions: 120 Clicks: 789 Impressions: 64,487 Google+ +1s: 92 Comments: 2 Shares: 6 Twitter Favorites: 46 Retweets: 26 Replies: 8 Potential Impressions: 1,028,293 13

16 Social Messages January 12 Twitter Favorites: 19 Retweets: 29 Replies: 5 Potential Impressions: 1,062,170 Google+ +1s: 27 Comments: 3 Shares: 0 LinkedIn Interactions: 31 Clicks: 68 Impressions: 16,460 14

17 Social Messages January 14 Twitter Favorites: 29 Retweets: 19 Replies: 5 Potential Impressions: 1,036,513 Google+ +1s: 25 Comments: 3 Shares: 3 LinkedIn Interactions: 22 Clicks: 60 Impressions: 19,481 15