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.