Marketing to US Hispanic Travelers
1-888-HOTELES - American Airlines has launched a new national ad campaign aimed at U.S. Hispanic travelers. The new campaign, titled "Aprendi" ("I learned") recognizes that while Hispanics continue to travel to their home countries, increasingly they also travel to expand their horizons and experience new places.
The ads show a "more fulfilled life" for U.S. Hispanics who travel, with creative focusing on the emotional benefit of traveling and how Hispanics can enrich their lives through travel. The campaign, created by American's U.S. Hispanic advertising agency Zubi Advertising, targets Hispanic consumers with print, online, radio and TV in New York, Chicago, Dallas/Fort Worth, Los Angeles and Miami.
Because buying power is projected to be $1.4 trillion by 2013 and approximately 41% of U.S. Hispanics live in American Airlines hub cities, the campaign aims to demonstrate that the airline understands the travel aspirations of U.S. Hispanic customers who desire enriching experiences while traveling worldwide. The campaign emphasizes how the airline can meet customers' travel needs, whatever they may be.