American Airlines teams up with Steve Harvey for targeted marketing campaign

(June 12, 2007) American Airlines, "The Steve Harvey Morning Show" and Premiere Radio Networks today announced a marketing agreement that makes for one of the most extensive efforts ever by a global airline to reach African-American consumers. The deal allows American to bring its airline news and information directly to the program's audience of nearly 5 million weekly listeners.  

Steve Harvey is one of the most popular entertainers in the United States, especially so among African Americans. In addition to his consistently sold-out live shows, he has starred in two popular television shows, and a best-selling DVD in recent years.  
 
"We are excited to embark on this new relationship with American Airlines, and we are honored that we can be instrumental in helping them reach the African-American community," said Steve Harvey. "As we move forward, we welcome this opportunity to not only provide business, leisure and vacation travel ideas to our listeners but also to aid in the understanding of diverse cultures everywhere through the worldwide travel network that American Airlines offers."  
 
"Steve Harvey's overwhelming popularity with all audiences makes this a marketing home run for American," said Roger Frizzell, Vice President - Corporate Communications and Advertising for American Airlines. "The multi-media advertising opportunity, plus our participation in live 'American Airlines Travel Segments,' make a unique and exceptional arrangement for a global airline. Together, we will deliver to millions of people ideas for getting the most out of business travel, seeing the world through leisure travel, and just simply getting out and enjoying life."  
 
The agreement provides for the airline to immediately place advertising on the radio program and on the official Steve Harvey Web site. American will run 30-second commercials on the show, some of which will be voiced by Steve Harvey himself. In addition, an American Airlines/Steve Harvey Morning Show banner will appear on the official Web site and in the entertainer's online newsletter.  
 
American's award-winning Web site, AA.com, also will feature the banner. The agreement also calls for a co-branded micro-site http://www.steveharvey.com/american that will offer the show's listeners business and leisure travel tips, vacation ideas, and other types of travel information.  
 
American will provide "The Steve Harvey Morning Show" with on-air promotions, and airline representatives will participate in a new live "American Airlines Travel Segment" on the top-rated radio program each month. Video of the airline's on-air segments will be featured on the co-branded micro-site.  
 
The show airs from 6 a.m. to 10 a.m. EDT weekdays on 44 stations nationwide. The financial terms of the agreement were not disclosed.  
 
American Airlines crafted the deal with the help of Premiere Radio Networks, the leading radio syndication company in the United States, and GlobalHue, a Detroit-based multi-cultural advertising agency. GlobalHue has managed all of the airline's advertising for African-American media since 2000.  
 
"We are pleased that American is taking full advantage of what network radio offers and that they clearly believe 'The Steve Harvey Morning Show' will get the results they are looking for," said Kraig Kitchin, President/COO of Premiere Radio Networks.  
 
Reaching African Americans is just one of American's goals in its new emphasis on multicultural marketing. In recent years, American, a founding member of the global oneworld(R) Alliance, has undertaken a number of initiatives with the goal of increasing the company's understanding of markets that are diverse in culture and lifestyle and improving its positioning within those markets. In 2006, the company formalized the effort, coordinating the many areas of its operation that impact its relationship with diverse markets.

The initiative began with a focus on four markets: African American; Hispanic/Latino; women; and lesbian, gay, bisexual, and transgender (LGBT). Other diverse segment markets will be included in the future.  
 
As part of its effort to reach these consumers, American in the past year has created travel Web sites that meet the unique travel interests of women and LGBT travelers. The sites have been well received by their respective audiences and have proved extremely valuable in helping the airline deliver precise travel information to consumers according to their needs and interests. The most recent of the sites, http://www.aa.com/women, for example, offers safety information, women-to-women travel advice, and a schedule of women's business conferences.  


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