In one of the biggest marketing efforts by a global airline attempting to reach African-Americans, American Airlines has launched a partnership with The Steve Harvey Show, syndicated by Premiere Radio Networks.
The multimedia campaign, which launched Tuesday, will run through the end of November. It includes 30-second spots on Harvey’s radio show (some voiced by Harvey), a co-branded Web site (featuring travel tips, vacation ideas and other travel information), advertising on the Steve Harvey Web site and branded client content integrated within the program.
In addition, the airline will provide the show with on-air promotions, and representatives will participate in travel segments on the show once a month.
Although terms were not disclosed, the deal is American’s sole national radio partnership and puts the airline among The Steve Harvey Show’s top five advertisers.
“The multimedia advertising opportunity, plus our participation in live ‘American Airlines Travel Segments,’ make a unique and exceptional arrangement for a global airline,” said Roger Frizzell, vp of corporate communications and advertising at American.
Premiere, the programming division of Clear Channel, crafted the marketing partnership with American and GlobalHue, a Detroit-based multicultural advertising agency, which has managed all of American’s marketing to African-Americans since 2000.
Harvey’s show, syndicated by Premiere since October 2005, airs mornings from 6 to 10 a.m. on 44 stations in many of the nation’s largest markets including New York, Los Angeles and Chicago.