Howard Kass

Vice President, Regulatory Affairs howard.kass@ aa .com

1401 H Street, NW, Suite 1075 Washington, D.C. 20005 January 1 6 , 2015

Docket Operations and Media Management U.S. Department of Transportation 1200 New Jersey Avenue, SE West Building Ground Floor, Room W12

- 140 Washington, D.C. 20590

Re: Support for American Airlines’ Application to Serve Los Angeles

- Haneda (Docket DOT

- OST

- 2010

- 0018)

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 support ing American’s pr oposed 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

EnclosureThe Honorable Anthony R. Foxx

Secretary of Transportation U.S. Department of Transportation 1200 New Jersey Avenue, SE Washington, DC 20590

Re: Application of American Airlines in the U.S.

- Haneda Combination Services Allocation Proceeding, Docket DOT

- OST

- 2010

- 0018

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 t he 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, toda y 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. A merican's proposed daily service from Los Angeles to Haneda will have the effect of increasing cu ltural, 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 t he full use of this valuable Haneda slot pair. Therefore, I urge you to approve American's proposal to serve Haneda from Los Angeles.
Signed,

# Social Conversation Update

LAX

– HND Application and # LetAAFlyHaneda January 15, 2015

# Social Insights Volume & Sentiment

• 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.

2 Note: Insights are gathered from Netbase, a listening tool that captures public social conversation based on specific user

- ident ified keywords. 

### 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).

# Social Insights Sources & Top 50 Terms

3 Note: Insights are gathered from Netbase, a listening tool that captures public social conversation based on specific user

- ident ified keywords. • 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.

# Social Insights Sample Conversation

4 • 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).

# Social Insights Sample Conversation

5

# Social Insights Sample Conversation

6 • There have also been many organic posts that enthusiastically endorse the campaign.

# Social Insights Sample Conversation

7

# Social Insights Sample Conversation

8

# Social Media Strategy # LetAAFlyHaneda

9 

### • 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.

# Social Messages January 5

10 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

# Social Messages January 6

11 Google+

• +1s: 32

• Comments: 4

• Shares: 1

LinkedIn

• Interactions: 42

• Clicks: 130

• Impressions: 17,423 Twitter

• Favorites: 21

• Retweets: 30

• Replies: 8

• Potential Impressions: 1,125,536

# Social Messages Facebook Cover Photo

- January 6

12

# Social Messages January 9

13 Google+

• +1s: 92

• Comments: 2

• Shares: 6 LinkedIn

• Interactions: 120

• Clicks: 789

• Impressions: 64,487

Twitter

• Favorites: 46

• Retweets: 26

• Replies: 8

• Potential Impressions: 1,028,293

# Social Messages January 12

14 Google+

• +1s: 27

• Comments: 3

• Shares: 0

LinkedIn

• Interactions: 31

• Clicks: 68

• Impressions: 16,460 Twitter

• Favorites: 19

• Retweets: 29

• Replies: 5

• Potential Impressions: 1,062,170

# Social Messages January 14

15 Google+

• +1s: 25

• Comments: 3

• Shares: 3

LinkedIn

• Interactions: 22

• Clicks: 60

• Impressions: 19,481 Twitter

• Favorites: 29

• Retweets: 19

• Replies: 5

• Potential Impressions: 1,036,513