Jaunted

The new biz class seats stretch out to 76 inches and include privacy dividers, plus an expanded array of personal entertainment options. The new Flagship Lounges are at LAX, O'Hare, Heathrow, and JFK and are distinct from American's already swanky Admirals Club lounges. They're quieter than the regular lounges, a little more private, and serve unlimited food and alcohol.

They've got some weird quirks - no separate showers at JFK or O'Hare, no full meals at LAX - but they're still on the same level as the first class lounges of other international airlines.

On the re-branding side, AA has devoted some pretty hefty resources to this campaign. In the language of AA's widely distributed press release, it's a "fully integrated advertising approach that utilizes various media - television, print and online - to focus on international premium class travelers." What would we do without press releases?

The Flagship website is quite slick, highlighting different options for food, entertainment, and comfort. Someone focus grouped this very, very carefully. There's an entire section turned over to Wine, bragging about their award-winning selection. The Sleep section includes the word "duvet."

The campaign's crown jewel is a 3D immersion site that you can access by clicking "Upgrade To First Class" on the regular site. Extensive tests at Jaunted HQ confirm that there's at least a 15% chance it won't crash your browser. Give/take 10%.

Related Stories:
· Airport Lounges coverage [Jaunted]
· Flagship Experience [American Airlines]