American Airlines' Rainbow TeAAm and its Strategy to Target the LGBT Segment

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Other Online Initiatives In a 2007 market study conducted by Harris Interactive and Witeck-Combs, the researchers found that among all online adults, and excluding email, gays and lesbians spent more time online, and the three most popular social networks for LGBT users included Facebook, MySpace, and Friendster... Sponsorships and Other Outreach Initiatives Sponsorships played a key role in AA's promotional strategy targeted at the LGBT segment. As discussed earlier, AA's logo first appeared in a 1994 a print ad for RSVP. It was also a long-term partner of Olivia...

The LGBT sales and marketing team brought in US$20 million in revenue that could be directly attributed to that segment in the first year of its launch. The revenues jumped to US$116 million in 1995 and reached US$189 million in 2002...

According to Young and Carrancho, the core principle of marketing to the LGBT community was that it had to be a win-win situation for both parties – the organization as well as the community. The initiatives had to add to the bottom line of the organization and the returns had to be measurable...

Exhibit I: Key Financials of AMR Corporation
Exhibit II: A Brief Note on the LGBT Segment and the LGBT Travel Market in the US
Exhibit III: Screenshot of the AA/Rainbow Web Page
Exhibit IV: A 2007 Ad of AA Targeted at the LGBT Traveler
Exhibit V: A 2008 Print Ad of AA Targeted at the LGBT Traveler
Exhibit VI: A List of Organizations Supported by AA
Exhibit VII: AA's Policies and Practices
Exhibit VIII: Top 10 LGBT-Friendly Airline Carriers
Exhibit IX: Major Awards and Recognition for AA

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