American Airlines reaches out to Web saavy Hispanics with new integrated marketing AA Advantage program; The Axis Agency is handling PR outreach

FORT WORTH – American Airlines is promoting its AA Advantage program to US Hispanics with a new integrated campaign that launched last week and runs through the end of 2009.  Targeting four major markets—Dallas/Fort Worth, Chicago, Miami, and New York—the campaign includes advertising, PR, and social media.

The campaign targets Hispanic consumers who are Internet savvy and use social networks like Facebook, Twitter, and YouTube.  The advertising campaign is being handled by Zubi Advertising and the PR is being handled by The Axis Agency.  Initial media relations and PR outreach has been in support of the messaging in the advertising but it will evolve as the campaign continues.