I would look at routes where my revenue/seat mile was higher than average, and consider doing more of that. I would look at routes where my revenue/seat mile was lower than average, and consider doing less of that. I think that would mean more international and less domestic.
I would also try to figure out what my differentiation from my competition would be. I would then market that differentiation. Compare that to the current marketing campaign, which implies that AA is different, but doesn't say how.