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Media Relations
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New American Airlines 'I Learned' Advertising Campaign Demonstrates Understanding of Travel Aspirations of U.S. Hispanics

Print, Online and Broadcast Ads Boast a 'More Fulfilled Life' for U.S. Hispanics Who Travel

FORT WORTH, Texas, Nov. 1, 2010 /PRNewswire/ -- American Airlines has launched a new national advertising campaign aimed at U.S. Hispanic travelers. The new campaign, titled "Aprendi" (I learned) recognizes that while Hispanics continue to travel to their home countries, increasingly they also travel to expand their horizons and experience new places. The campaign focuses on the emotional benefit of traveling and how Hispanics can enrich their lives through travel.

"American Airlines is the premier U.S. airline serving Latin America and through our oneworld® Alliance, we are always adding new routes to better serve our customers' traveling needs," said Peter Dolara, American's Senior Vice President – Mexico, the Caribbean and Latin America. "Within the last month, we increased routes to Mexico from three of our most important hubs, Miami, Dallas/Fort Worth and Los Angeles. Thanks to our partnership with Iberia and British Airways, we are adding new frequencies from Madrid to Los Angeles, JFK to Barcelona and Miami to Madrid."

The campaign, created by American's U.S. Hispanic advertising agency Zubi Advertising, targets Hispanic consumers with print, online, radio and TV placements in New York, Chicago, Dallas/Fort Worth, Los Angeles and Miami. With buying power projected to be $1.4 trillion by 2013 and approximately 41 percent of U.S. Hispanics living in American Airlines hub cities*, the focus of the campaign is to demonstrate how American Airlines understands the travel aspirations of U.S. Hispanic customers, who desire enriching experiences while traveling worldwide. The campaign emphasizes how the airline can meet customers' travel needs, whatever they may be.

"American Airlines has been serving Latin America for 23 years and has served Mexico for more than 55. Today the Latin American/Mexico route system is very important to our network, as it boasts 41 destinations in 17 countries," said Rob Friedman, American's Vice President – Marketing. "The U.S. Hispanic community is, and continues to be, a very important segment market for American Airlines. Our newly expanded global scope with oneworld alliance members Iberia and British Airways now provides access to a combined route network of 433 destinations in 105 countries, and allows us to take our passengers anywhere they want to go to enrich their lives."

AMR Corp. – parent company of American Airlines and American Eagle – was recently named to Hispanic Business magazine's "Diversity Elite 60" for its commitment to promoting solid diversity initiatives in recruitment and retention of its Board, leadership and personnel. The listing marks the fifth consecutive year for AMR, which was also the top airline in the ranking.

To watch the "Aprendi" commercial, visit American Airlines' YouTube channel at www.youtube.com/americanairlines. To follow American Airlines socially en español, check in with us on our Spanish-language Facebook page: www.facebook.com/AAespanol. Additionally, you can always find American on Twitter (@AmericanAir).

*Selig Center for Economic Growth 2008

About American Airlines

American Airlines, American Eagle and AmericanConnection® serve 250 cities in 40 countries with, on average, more than 3,400 daily flights. The combined network fleet numbers more than 900 aircraft. American's award-winning website, AA.com®, provides users with easy access to check and book fares, plus personalized news, information and travel offers. American Airlines is a founding member of the oneworld® Alliance, which brings together some of the best and biggest names in the airline business, enabling them to offer their customers more services and benefits than any airline can provide on its own. Together, its members serve nearly 700 destinations in more than 130 countries and territories. American Airlines, Inc. and American Eagle Airlines, Inc. are subsidiaries of AMR Corporation. AmericanAirlines, American Eagle, AmericanConnection, AA.com, We know why you fly and AAdvantage are trademarks of American Airlines, Inc. (NYSE: AMR)

About Zubi Advertising

Zubi Advertising Services, Inc. is a full-service and independently owned Hispanic agency in the U.S. with a proven 36-year track record of award-winning U.S. Hispanic Market branding campaigns. Headquartered in Miami with offices in Detroit, Los Angeles and Dallas, Zubi Advertising has projected billings of $175 million in 2009. Zubi Advertising is proud to serve its extensive client list, which includes American Airlines, Ford Motor Company, JP Morgan Chase, Lincoln Mercury, Olive Garden, SC Johnson and Winn-Dixie among others. Zubi Advertising has grown organically to 122 employees who are dedicated to enhancing the image of the Hispanic culture and the advertising profession through their actions and work. For more information, please visit www.zubiad.com.

AmericanAirlines®  We know why you fly®

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SOURCE American Airlines

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