American Airlines ties up with popular radio host, targets African-American consumers
American Airlines, “The Steve Harvey Morning Show” and Premiere Radio Networks have signed a marketing agreement to reach out to African-American consumers. (6/13/2007)
The deal allows American to bring its airline news and information directly to the programme’s audience of nearly five million weekly listeners.
The agreement provides for the airline to immediately place advertising on the radio programme and on the official Steve Harvey website. American will run 30-second commercials on the show, some of which will be voiced by Steve Harvey himself. In addition, an American Airlines/Steve Harvey Morning Show banner will appear on the official website and in the entertainer’s online newsletter.
American Airline’s AA.com also will feature the banner. The agreement also calls for a co-branded micro-site http://www.steveharvey.com/american that will offer the show’s listeners business and leisure travel tips, vacation ideas, and other types of travel information.
On the new initiative involving Harvey, termed as one of the most popular entertainers in the US, Roger Frizzell, Vice President - Corporate Communications and Advertising, American Airlines, said, “The multi-media advertising opportunity, plus our participation in live `American Airlines Travel Segments’, make a unique and exceptional arrangement for a global airline. Together, we will deliver to millions of people ideas for getting the most out of business travel, seeing the world through leisure travel, and just simply getting out and enjoying life.”
American Airlines crafted the deal with the help of Premiere Radio Networks, a radio syndication company in the US, and GlobalHue, a Detroit-based multi-cultural advertising agency, which has managed all of the airline’s advertising for African-American media since 2000.