Clients - Case Studies - American Airlines - The Steve Harvey Morning Show

American Airlines - The Steve Harvey Morning Show

Client: American Airlines

Project: The Steve Harvey Morning Show Case Study


Background
American Airlines, The Steve Harvey Morning Show and Premiere Radio Networks established a marketing agreement that is one of the most extensive efforts by a global airline to reach the African American Consumer Market.  The Steve Harvey Morning Show covers topical issues and community concerns with music and celebrities from the entertainment and sports worlds.

Objectives

  • Highlight Harvey and American’s commitment to community
  • Position American Airlines as a company that supports Steve Harvey’s impact in the African American community
  • Feature American’s destinations and relationships in certain cities
  • Identify American Airlines as a company aware of the cultural distinctions representative of the Black community


Target Audience

  • African American Consumer Market


Strategy

  • Promote The Steve Harvey Morning Show partnership with American Airlines through an extensive online and broadcast media launch


Tactics

  • Email and fax announcement of partnership to affiliate radio stations
  • Distribute releases to Black websites as a press release and a forum topic
  • Distribute press release on news wire with clipping services


Implementation


Results

  • Generated 2,175,000 online media impressions

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