Search for the word gay on the american airlines website, and three topics pop up: consumer travel, workplace equality and employee resource groups they make it easy for everyone to see that they're dedicated to the market, and also that they treat their employees equally.
American airlines is a founding corporate member of the national gay and lesbian chamber of commerce, as well as the first and only airline today to include lgbt-owned businesses in its supplier diversity program. American airlines (aa), one of the world leading airline carriers, attracted the attention of industry observers for its target marketing strategy for diverse segments in particular, it was widely recognized for its initiatives at targeting the lgbt (lesbian, gay, bisexual, and transgender) segment.
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American airlines (aa) saw the lgbt market as profitable earlier than most companies, and is considered a major pioneer of lgbt advertising in the late 1990s, aa created a team that focused on lgbt marketing, according to mike waldron, managing director of diversity and talent at aa.
American airlines’ rainbow team and its strategy to target the lgbt market mkt60010 marketing management date: 14 march 2017 executive summary 1|page released a apologies statement to the lgbt community today. • american airlines is a founding corporate member of the national gay and lesbian chamber of commerce, as well as the first and only airline today to include lgbt-owned businesses in its supplier.
American airlines (aa) was the first airline to choose for lgbt marketing in 1994, and a mere usd 300,000 budget resulted in increased revenue of over usd 190 million by 1999 aa is still leader in the field of lgbt marketing (although this may change due to the merger with usairways. For example, american airlines has launched a specific lgbt-targeted vacations website while over fifteen years old in the united states, lgbt marketing is a relatively new marketing phenomenon elsewhere in australia and europe, including belgium and the netherlands.