Howard Kass

Vice President, Regulatory Affairs

howard.kass@aa.com

1401 H Street, NW, Suite 1075

Washington, D.C. 20005

January 16, 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 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
The 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 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 AngelesTokyo 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,
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-identified 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-identified 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