Print and Broadcast Ads Seek to Bring More Latinos to American Airlines
The company targets U.S. Hispanic consumers with launch of national advertising campaign
American Airlines this week launched a national advertising campaign aimed at U.S. Hispanic travelers in an effort to increase American's business and to better serve the booming Latino population.
With this new campaign, American seeks to continue to be the airline of choice, uniting Latinos and their families by meeting all of their travel needs - connecting them to business associates and loved ones in any part of the world.
"American has had a commitment to this important demographic for decades," said Dan Garton, American's Executive Vice President - Marketing. "As the leading U.S. airline serving Latin America, as well as a founding member of the oneworld® Alliance, we are in an ideal position to provide a service that makes it easy for families to stay in touch and business travelers to do business."
The campaign - conceived by American's longstanding U.S. Hispanic agency, Zubi Advertising Services, Inc. - will target Hispanic consumers with advertising in print publications and the major Spanish-language TV networks, Univision and Telemundo, among other media. The focus of the campaign is to make Hispanics more aware of the benefits of becoming a member of the American Airlines AAdvantage program, the world's first loyalty program and consistently recognized as the best in the industry.
American's Latin America/Mexico route system now boasts 40 destinations in 17 countries, including five American Eagle destinations in Mexico. Additionally, American and American Eagle fly to San Juan, Puerto Rico, and five destinations in the Dominican Republic.
In just 19 years, American Airlines has become Latin America's premier airline, offering more flights to more destinations than any other carrier.
Additionally, American recently added new service to Madrid, Spain, launching nonstop flights from Dallas/Fort Worth International Airport in May. American also flies to Madrid from Miami, and to Barcelona, Spain, from John F. Kennedy International Airport in New York. "In each family, we want to be the enabling force for traveling," said Roger Frizzell, American's Vice President - Corporate Communications and Advertising. "We want to be the airline that provides access to all those familiar and familial places - soccer games, business events, and reunions. And we want travelers to know our AAdvantage program has the right scope and the right value for families."
AAdvantage members can earn miles toward travel in a variety of ways:
- Each time they purchase an eligible published-fare ticket and fly on American Airlines, AmericanConnection, American Eagle or any of the more than 20 airline partners.
- By flying on an eligible published-fare Business Class or First Class ticket on American Airlines or any of its partners with additional bonus miles as follows:
- An additional 25 percent of flight mileage flown in Business Class, or
- An additional 50 percent of flight mileage flown in First Class.
- When staying at AAdvantage hotel partners or renting a car from a partner company - including more than 30 hotel partners representing more than 60 brands and all eight major car rental agencies.
- By making purchases at more than 200 retail and financial partners or by using any of over 100 affinity card products worldwide.
- Members can now combine different classes of service or peak/off-peak awards to meet their specific needs.
- Customers can even use miles on a one-way basis at half the round-trip mileage requirement.
The company's policies and actions, combined with the accolades it has earned over the years, demonstrate its leading role in the industry. Hispanic Business magazine recently named AMR Corp. - parent company of American Airlines and American Eagle - as one of its "Diversity Elite 60," for its commitment to Hispanic hiring, promotion, marketing, philanthropy, and supplier diversity. And in April, DiversityMBA Magazine named American Airlines one of the best places for diverse managers to work.
As a founding member of the oneworld alliance, American offers unparalleled flight choices on one of the world's largest global route networks, the AAdvantage program, and Admirals Clubs lounges at more than 40 airports throughout the world.
