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American Airlines launches replacement for cancelled BlackAtlas.com Website
(July 8, 2013) Three months after it terminated its standalone Website targeting African-American travelers, American Airlines has launched a new digital destination to tap the segment's interest. In a recent statement the airline called the new aa.com/blackatlas "an example of the airline's ongoing focus to actively engage its diverse customers through the company's largest owned communication channel, aa.com."
The new digital platform seems more focused on communicating all things African-American taking place throughout the company, rather than building a community based on the unique travel interests of black consumers. The airline's statement said "customers will learn about American's commitment to support different communities in which the company does business, whether it's through unique products and services or extensive partnerships with key national African-American advocacy organizations."
The new site does not include a Facebook platform or other social media components. Visitors who go to blackatlas.com are still greeted with a message that takes them to the airlines main Web page. Videos from the old site featuring actor Laz Alonzo on location are still posted on the new page.
"We believe it is important to reach out to the diverse communities we serve," said Rob Friedman, American's Vice President - Marketing. "The site's content will continue to evolve. Currently, we are working on expanding the site's list of upcoming events and cultural destinations and will feature promotions and sweepstakes on BlackAtlas throughout the year."
The airline said it will drive its customers to this new page via email, home page banners and text links when sharing news or communicating promotions/sweepstakes and events, such as the recent American Black Film Festival.
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