Pre-bankruptcy marketing

JapanamericanLet’s say you run an airline with a horrible cost structure and you’re facing bankruptcy on an almost daily basis.

Why on earth would you waste money on marketing like this?

Do the folks at American believe that some harried New Yorker is going to choose to fly to Tokyo on the spur of the moment for sushi and because American is the brand that prompted them, fly there on American?

Where’s the ROI?