Clients – Case Studies – American Airlines – The Steve Harvey Morning

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

  • Steve Harvey/AA materials distributed to all of Harvey’s 41 radio affiliates across the nation
  • Steve Harvey/AA relationship posted on forum websites
    www.hbcuconnect.com
    www.blacknla.com
    www.dallasblack.com
    www.blackplanet.com
  • Steve Harvey/AA relationship distributed through a press wire service that reaches over 45 ethnic centric websites and forums

Results

  • Generated 2,175,000 online media impressions

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