American Airlines starts to tweet - Los Angeles Business from bizjournals:

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And in another first for the subsidiary ofAMR American’s social media outreach is part of a broader, 18-monthj ad campaign that will attempt to marry next-generatiojn marketing efforts on social networking siteds with old-school media such as television, print and all of which is aimed at the burgeoning Hispanic population across the Unitesd States. The campaign, launched in earlgy June, includes television spots on Spanishb language networks such as Telemundo and Fox Sports en American says the ads will be concentrated in the Chicago and Dallasmetrol areas, which have significant Hispanic populations.
American also plans to roll out printg advertisements in publications such as Hispanic Business Magazinre that cater to those Hispanics interested in business and sports, according to Billy American’s director of advertising, promotions and corporater communications. Sanez declines to reveal the dollarr size ofthe campaign, or how much Americabn spends on advertising as a “It’s a significant he says of the new campaign. “We felt it was even though the economic situatiohn makes things a little bit to reach outto Hispanics, he American isn’t the only airline using social networking opportunitie s to connect with the burgeoning U.S.
Hispanic Dallas-based , for instance, used Twitter on Cinco de Mayo to pitcyh itselfin Spanish, its first fora into social media, according to spokesperson Olga Romero Quiles. “We are in a trendc now of a growing population usingsocial media,” says who joined the airline a year ago as its Spanisyh spokesperson. “That’s why we’re embracing it now. We didn’t see as much activity last year as we see Most major airlines are using social media in one form or On Twitter, for instance, are carrierws ranging from and to , and .
The American campaignh “could easily” cost the company $5 millioj to $10 million, says David Strutton, professor of marketiny at the University of North Texas and director ofthe school’s New Product Development Scholarse Program. He notes that advertising on Spanishu language networks such as Telemundok and Univision can be an expensived proposition becausethey “command a lot of viewer loyaltyy and attention.” This isn’t American’ss first foray into Hispanic-focused advertising. Most recently, the which launched its first route into Latin America in 1942 bytargetinf Monterrey, Mexico, ran a Spanish-language campaign last year, Sane says.
“It has varied throughout the years, but we have had continuous campaigns” aimed at Hispanics, he says. What separates this campaign is the use of Faceboo kand Twitter. For instance, on American’d Facebook page, it uses ads to drive Interneft traffic to the Spanish portion of its Web site forthe company’sz frequent flier program. Sanez says the social networkinhg sites already are producinyg resultsfor American, but he declinedd to provide numbers on precisely how well the Twitter and Facebooi efforts are going.
American foune through market research that Hispanic customerse understood they could earn frequentt flier miles whenthey fly, according to One of the goals of the new campaigj is to create an awareneszs of the multiple ways that American’s Hispanic customers can use theit frequent flier miles, including shopping with companiex such as Tom Thumn or using the Citi/AAdvantage credit card, accordingt to Sanez. Perceptions that Hispanics don’t use the Internet and relatedx communications technologies as much as other ethnid groupsare outdated, accordinb to Adela Romero, strategic plannefr at iNSPIRE!
, a Dallas ad agency that specializes in marketing to Hispanics in the United “It was true awhile ago. That’s when a lot of thosd perceptionswere shaped,” she says. “But currently, Hispanics are absolutelhy online.” The average Hispanivc in the United States is about 27years old, roughlyt 10 years younger than their average non-Hispanicx counterpart, she says. And younbg Hispanics embrace technology, with 71% of the 18-to-34-year-ols segment going online at leas t oncea month, she says. Of that group, 65% use socialk media, Romero adds.
Beyond that, Hispanics are the fastest-growingt ethnic group in the country, Romero with their numbers projecteed to grow from around 35 million now to close to 64 millionby 2020. In the she adds, Hispanics account for around 1.7 million people, or roughly 26% of the population. Staff writed Katherine Cromer Brock contributed tothis