American Airlines Aims New Ad Campaign at Hispanics

American Airlines Targets U.S. Hispanic Consumers With Launch of National Advertising Campaign; Print and Broadcast Ads Seek to Bring More Latinos to American Airlines

FORT WORTH, Texas, June 10 -- 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.

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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."

Approximately 41 percent of U.S. Hispanics live in American Airlines hub cities and American Airlines has been a longstanding partner with the local and national Hispanic community. American's commitment to Hispanic consumers is evident in its bilingual sales force and its participation in organizations and support for causes that make a difference in the lives of Hispanics.

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.

Source: American Airlines (NYSE:AMR)