2011 Platinum PR Awards – Hall of Fame: American Airlines & Weber Shandwick

Fuel Smart

Since 2005, Weber Shandwick has been a conceptual, internal relations and media relations force with partner American Airlines’ for the company’s Fuel Smart program, an employee-led effort to identify, evaluate and implement ideas that are safely reducing the airline’s fuel consumption. In 2010 the program reached the milestone of more than 500 million gallons of fuel saved by employees. Among the fuel-saving ideas have been single-engine taxiing, the removal of unnecessary items from cabins to reduce aircraft weight and the reduction of unnecessary potable water. And at the heart of these and other reputation-enhancing, team-building and—not least—energy-saving ideas have been American’s employees themselves. In recent years Weber Shandwick has helped American keep Fuel Smart front and center in its internal communications, reminding employees that they have the power to play a key role in energy conservation. —SG

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