airlines

American Airlines Effort Aimed At Hispanics

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American Airlines has launched a new national ad 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 ads show a "more fulfilled life" for U.S. Hispanics who travel, with creative focusing on the emotional benefit of traveling and how Hispanics can enrich their lives through travel.

The campaign, created by American's U.S. Hispanic advertising agency Zubi Advertising, targets Hispanic consumers with print, online, radio and TV in New York, Chicago, Dallas/Fort Worth, Los Angeles and Miami.

Because buying power is projected to be $1.4 trillion by 2013 and approximately 41% of U.S. Hispanics live in American Airlines hub cities, the campaign aims to demonstrate that the airline 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.

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Forrester Senior Analyst Tamara Barber applauded American's efforts to reach beyond the usual with the current creative.

"I find it refreshing when a brand speaks to Hispanics in a way that goes beyond the usual story," Barber tells Marketing Daily. "Here, the usual story being that Hispanic consumers only travel back home and don't travel anywhere else."

"What I really love about this ad is the message can speak to many consumers regardless of whether they're Hispanic," she adds, saying that for some consumers the ad would come off as "aspirtational," while for others it would be "obtainable."

The Ft. Worth, Tex.-based airline's newly expanded global scope with Oneworld alliance members Iberia and British Airways provides access to a combined route network of 433 destinations in 105 countries.

The spot can be viewed on the YouTube channel of the airline, which has a Spanish-language Facebook page at www.facebook.com/AAespanol. The campaign will also be promoted on Twitter (@AmericanAir).

 

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