American Airlines' Rainbow TeAAm and its Strategy to Target the LGBT Segment
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Case Code : MKTG218
Case Length : 24 Pages
Period : 1994-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : American Airlines
Industry : Travel / Aviation
Countries : USA
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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American Airlines, Inc. (AA) is a leading airline with its global headquarters at Fort Worth, Texas, USA. It was founded in 1930. It was a conglomeration of 82 small airlines brought together through acquisitions and reorganizations...
How it all Started
In June 1993, many LGBT travelers traveled to Washington, D.C. to take part in a gay pride march there from various parts of the US. In one of the flights, an insensitive and poorly educated member of the AA flight crew recommended that all of the aircraft's linen used by these travelers be discarded or be systemically sanitized, for fear that people who came in contact with these would contract HIV...
In November 22, 2005, AA launched the microsite -- AAVacations.com/rainbow -- a new addition to their travel website, which was specifically targeted at LGBT travelers...
Aa.Com/Rainbow Web Page
The subsequent success of the AAVacations.com/rainbow microsite prompted AA to launch the AA.com/rainbow web page in October 21, 2006. This was the first comprehensive airline web page for LGBT travelers...
AA was not a big believer in advertising to the LGBT segment, rather it relied more on sponsorships of LGBT events which gave it the required visibility. Nevertheless, it advertised to this community online and had also tried its hand at print ads...