American Airlines On BE’s Good List

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American Airlines On BE's List

American Airlines was named one of Black Enterprise (BE) magazine's "15
Best Companies in Marketing Diversity." The award was announced with
the release of the publication's July 2007 issue, which features its
third annual list of the best companies for diversity.

In selecting the "15 Best Companies," BE evaluated corporate programs
for advertising, promotions, community outreach, and scholarships (list
of programs and awards follows this release). It also used independent
data from sources such as TNS Media Intelligence.    

"We are honored to once again receive recognition for diversity from
Black Enterprise," said Denise Lynn, Vice President -- Diversity and
Leadership Strategies for American Airlines. "We are a global company
that serves more than 100 million customers a year. We know that to be
successful, we must make every effort to understand all of our
customers' needs and interests, especially those that are influenced by
their cultures and lifestyles. We are already finding that as we
increase our understanding of the people we serve, they reward us with
more of their business."    

The airline has received numerous awards in recent years for its
diversity initiatives, in which it leads the industry, including the
National Fatherhood Institute's 2007 "Fatherhood Award" for
father-friendly marketing campaigns and Latina Style magazine's "Top 50
Workplaces for Latinas."

American is the only global airline with dedicated sales and marketing
teams for the African American; Hispanic/Latino; women; and lesbian,
gay, bisexual, and transgender (LGBT) consumer groups.

In 2006, the airline accelerated its efforts by formalizing its Diverse
Segment Marketing Initiative, with a focus on the same customer
segments. Other markets will be added in the future. American has made
the initiative a priority at every level of its management team and for
all departments that influence the customer experience.

American Airlines recently began one of the most extensive efforts ever
by a global airline to reach African-American consumers with its new
marketing relationship with Steve Harvey, one of the most popular
entertainers in the United States.

In addition, American, a founding member of the global Oneworld
Alliance, in the past year has created travel Web sites that meet the
unique travel interests of women and LGBT travelers.

The sites have been well received by their respective audiences and
have proved extremely valuable in helping the airline deliver precise
travel information to consumers according to their needs and interests.
The most recent of the sites,, for example,
offers safety information, woman-to-woman travel advice, and a schedule
of women's business conferences.

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