FORT WORTH, TX: American Airlines is promoting its AA Advantage program to US Hispanics with a new integrated campaign that launched June 10. Targeting four major markets—Dallas/Fort Worth, Chicago, Miami, and New York—the campaign includes advertising, PR, and social media, and will run through the end of 2009.

With the increase in Hispanic consumers who are Internet savvy, American used social networks like Facebook, Twitter, and YouTube to discuss the Advantage program, said Charley Wilson, MD of external communications ...