American Airlines targets Hispanics with integrated campaign

FORT WORTH, TX: American Airlines is promoting its AA Advantage program to US Hispanics with a new integrated campaign that launched June 10.

FORT WORTH, TX: American Airlines is promoting its AA Advantage program to US Hispanics with a new integrated campaign that launched June 10. Targeting four major markets—Dallas/Fort Worth, Chicago, Miami, and New York—the campaign includes advertising, PR, and social media, and will run through the end of 2009.

With the increase in Hispanic consumers who are Internet savvy, American used social networks like Facebook, Twitter, and YouTube to discuss the Advantage program, said Charley Wilson, MD of external communications for American. All of the outreach directs customers back to its Advantage Web site.

"We've identified a number of Hispanics going online and we certainly want to [use] social media as a way also to engage the customer," he said. "One of the things that we're trying to do with this campaign is to really connect people who are Hispanic—both English-speaking and Spanish-speaking—to our Advantage program so they will develop an affinity for the American Airlines products and services."

American worked with Hispanic PR AOR The Axis Agency on the campaign. Its media relations targeted print, broadcast, and online media outlets, both in English and Spanish.

While a lot of the PR supported the messaging in the advertising, Wilson said, "The PR piece of it, here at the initial launch stage, is just as important to American Airlines as the commercials running in the marketplace."

American's Hispanic advertising agency Zubi Advertising Services also aided the campaign.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.