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 /PRNewswire-FirstCall/ -- 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(R) 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:

And, thanks to recently-launched One-Way Flex Awards, customers now have even more flexibility in how they use their miles. The One-Way Flex feature gives AAdvantage members more options when redeeming award travel:

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.

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.

And customers can book their travel or check their mileage account balance by visiting American's Web site at www.AA.com; enroll in the AAdvantage program at www.aa.com/enroll, or go to www.aa.com/mismillas, if they prefer Spanish, to check on their miles or enroll.

About the AAdvantage Program

The AAdvantage program was the first frequent flyer program. Established in 1981, the program now has more than 60 million members. Members can earn miles at more than 1,000 participating companies, which include more than 30 hotel chains representing more than 60 brands, more than 20 airlines, eight car-rental companies, 12 financial companies, and over 250 brand name retailers. In addition, members can earn miles when making purchases with one of more than 100 affinity card products in over 40 countries. In 2008, AAdvantage members redeemed more than 155 billion miles to claim more than 4.8 million awards for flights, upgrades and car rentals. For more information and a listing of AAdvantage program participating companies, visit www.aa.com/aadvantage.

About AA.com

With more than 1.6 million site visits per day, AA.com is American's largest distribution channel and the best place to do business online with the airline, 24-7. At AA.com you can conveniently search for and book low fares and award travel; select seats; make hotel, rental car and cruise reservations; get flight arrival and departure information; sign up for flight status notification and even check in and print boarding passes. You can also manage your AAdvantage account at AA.com, as well as sign up to receive emails from American and get customized DealFinder(SM) alerts and other special offers. Additionally, customers who purchase tickets at AA.com get a lowest-fare guarantee. AA.com has twice received the World Travel Award for World's Leading Airline Internet Site and has received multiple site awards from various organizations.

About American Airlines

American Airlines, American Eagle and AmericanConnection(R) 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 Web site, AA.com(R), 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(R) 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 registered 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(R) We know why you fly(R)

Current AMR Corp. releases can be accessed on the Internet.

The address is http://www.aa.com

SOURCE American Airlines



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