American Airlines launches ‘Aprendi’ campaign.

American Airlines has launched a new national advertising campaign aimed at U.S. Hispanic travelers. The new campaign, titled “Aprendi” (I learned) recognizes that while Hispanics continue to travel to their home countries, increasingly they also travel to expand their horizons and experience new places. The campaign focuses on the emotional benefit of traveling and how Hispanics can enrich their lives through travel.

“American Airlines is the premier U.S. airline serving Latin America and through our oneworld® Alliance, we are always adding new routes to better serve our customers’ traveling needs,” said Peter Dolara, American’s Senior Vice President – Mexico, the Caribbean and Latin America. “Within the last month, we increased routes to Mexico from three of our most important hubs, Miami, Dallas/Fort Worth and Los Angeles. Thanks to our partnership with Iberia and British Airways, we are adding new frequencies from Madrid to Los Angeles, JFK to Barcelona and Miami to Madrid.”

The campaign, created by American’s U.S. Hispanic advertising agency Zubi Advertising, targets Hispanic consumers with print, online, radio and TV placements in New York, Chicago, Dallas/Fort Worth, Los Angeles and Miami. With buying power projected to be $1.4 trillion by 2013 and approximately 41 percent of U.S. Hispanics living in American Airlines hub cities*, the focus of the campaign is to demonstrate how American Airlines understands the travel aspirations of U.S. Hispanic customers, who desire enriching experiences while traveling worldwide. The campaign emphasizes how the airline can meet customers’ travel needs, whatever they may be.

“American Airlines has been serving Latin America for 23 years and has served Mexico for more than 55. Today the Latin American/Mexico route system is very important to our network, as it boasts 41 destinations in 17 countries,” said Rob Friedman, American’s Vice President – Marketing. “The U.S. Hispanic community is, and continues to be, a very important segment market for American Airlines. Our newly expanded global scope with oneworld alliance members Iberia and British Airways now provides access to a combined route network of 433 destinations in 105 countries, and allows us to take our passengers anywhere they want to go to enrich their lives.”