American Airlines has launched a new national advertising 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 campaign focuses 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 placements in New York, Chicago, Dallas/Fort Worth, Los Angeles and Miami. With buying power projected to be $1.4 trillion by 2013 and approximately 41 percent of U.S. Hispanics living in American Airlines hub cities*, the focus of the campaign is to demonstrate how American Airlines 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.