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Social Media Success Story Flawlessly Executed

A brilliant example of an Advertising campaign and Social Media success story with flawless  execution and of how to measure social media results:

Social Media Success Story: media exposure equaled $6.67 million in ad spend

The campaign “One Thousand Casmurros,” made for the biggest TV network in Brazil, Rede Globo. It was the agency’s first entry in Cannes.

Commemorating 100 years since the death of one of the greatest writers Brazil has ever seen, Machado de Assis, Rede Globo launched a miniseries inspired by one of his best-known books, “Dom Casmurro.” In order to promote it, LiveAd divided the book contents in a thousand pieces and organized a collective reading of the entire text, inviting people to upload their homemade videos reading in front of their webcams. The videos were posted on a special social network.

To pay tribute to one of Brazil’s most respected writers, Machado de Assis, the largest TV network in Brazil was launching a mini-series based on one of his books, Dom Casmurro.

Through the launch of the mini-series, we needed to build up TV Globo’s reputation with a new generation, disconnected from the television.

We created a website with the book and divided it into one thousand excerpts. In the website, people could choose and record pieces in real time with their webcam. We enabled a large scale collective reading.

At the same time, we hid one thousand DVDs with unique scenes in public places for people to find them and hide them again once they had seen it.

The results were astonishing: Spontaneous media exposure equaled $6.67 million in ad spend.

One Thousand Casmurros from Livead on Vimeo.

In less than a month, the reading was completed ending in a total social media success story.

Influential admirers talked about it in public. 33 million viewers watched the series’ first episode. The media called it the best tribute to Machado de Assis of 2008.

Almost 106 million people were exposed to press notes related to the mini-series.

The subsequent media exposure was worth the equivalent of 6,7 million dollars in advertising spend.

Roundhouse Mini Cooper London guerilla marketing ads
Have a Social Media Crisis Plan
Social with Hispanics
never lose your sense of wonder

Social Media Success Story Flawlessly Executed

A brilliant example of an Advertising campaign and Social Media success story with flawless  execution and of how to measure social media results:

Social Media Success Story: media exposure equaled $6.67 million in ad spend

The campaign “One Thousand Casmurros,” made for the biggest TV network in Brazil, Rede Globo. It was the agency’s first entry in Cannes.

Commemorating 100 years since the death of one of the greatest writers Brazil has ever seen, Machado de Assis, Rede Globo launched a miniseries inspired by one of his best-known books, “Dom Casmurro.” In order to promote it, LiveAd divided the book contents in a thousand pieces and organized a collective reading of the entire text, inviting people to upload their homemade videos reading in front of their webcams. The videos were posted on a special social network.

To pay tribute to one of Brazil’s most respected writers, Machado de Assis, the largest TV network in Brazil was launching a mini-series based on one of his books, Dom Casmurro.

Through the launch of the mini-series, we needed to build up TV Globo’s reputation with a new generation, disconnected from the television.

We created a website with the book and divided it into one thousand excerpts. In the website, people could choose and record pieces in real time with their webcam. We enabled a large scale collective reading.

At the same time, we hid one thousand DVDs with unique scenes in public places for people to find them and hide them again once they had seen it.

The results were astonishing: Spontaneous media exposure equaled $6.67 million in ad spend.

One Thousand Casmurros from Livead on Vimeo.

In less than a month, the reading was completed ending in a total social media success story.

Influential admirers talked about it in public. 33 million viewers watched the series’ first episode. The media called it the best tribute to Machado de Assis of 2008.

Almost 106 million people were exposed to press notes related to the mini-series.

The subsequent media exposure was worth the equivalent of 6,7 million dollars in advertising spend.

Roundhouse Mini Cooper London guerilla marketing ads
Have a Social Media Crisis Plan
Social with Hispanics
never lose your sense of wonder

How Attached Are Latino Immigrants to Their Native Country?

How Attached Are Latino Immigrants to Their Native Country?

How Attached Are Latino Immigrants to Their Native Country?

Most Latino immigrants maintain some kind of connection to their native country by sending remittances, traveling back or telephoning relatives, but the extent of their attachment varies considerably. Only one-in-ten (9%) do all three of these so-called transnational activities; these immigrants can be considered highly attached to their home country. A much larger minority (28%) of foreign-born Latinos is involved in none of these activities and can be considered to have a low level of engagement with the country of origin. Most Latino immigrants (63%) show moderate attachment to their home country; they engage in one or two of these activities.

Between Here and There: How Attached Are Latino Immigrants to Their Native Country?

Latino immigrants who have been in the U.S. for decades and those who arrived as children are less connected than those who arrived more recently or migrated as adults. There are also significant differences by country of origin, with Colombians and Dominicans maintaining more active connections than Mexicans, and with Cubans having the least contact.
Whether Latino immigrants maintain active, moderate or limited connections is an important marker of their attitudes toward the U.S., their native country and their own lives as migrants. Those with the highest levels of engagement have deeper attachments to their country of origin than immigrants whose connections are less robust. They also have more favorable views of their native country in comparisons with the U.S. Nonetheless, a clear majority of even these immigrants see their future in the U.S. rather than in the countries from which they come.
Most Latino immigrants reveal moderate levels of engagement with the home country–both in the extent of their transnational activities and in their attitudes. They maintain some connections to the country of their birth through such activities as sending money or phoning regularly. And their opinions blend optimism about life in the U.S. and positive evaluations of some aspects of American society (notably political traditions) with less favorable comparisons to their native land on other aspects (such as morals). Their attachments and identities are a mix of views that might be expected of people navigating an emotional terrain that encompasses two nations. That mix differs in several important respects, with people who have been in the U.S. longer being more ready than recent arrivals to declare this country their homeland and to describe themselves as Americans.
The Pew Hispanic Center’s 2006 National Survey of Latinos collected data on a variety of transnational activities and a wide range of attitudes and beliefs. This report is based on a new analysis of that survey data, which for the first time examines the extent to which Latino immigrants with different characteristics maintain connections to their native lands and assesses how different levels of transnational activities are associated with an immigrant’s views on key subjects. The analysis thus explores the question of whether maintaining connections to a country of origin is associated with more positive or negative views of the U.S., a greater or lesser sense of attachment to this country and a stronger or weaker sense of identity as an American.
Source: Pew Hispanic Center – Roger Waldinger, University of California, Los Angeles

Historias records the stories of Latinos in America

WASHINGTON — When U.S. Rep. Charlie Gonzalez sits down to share his experiences for Historias, an initiative unveiled Thursday to record the stories of Latinos in America, the San Antonio Democrat is going to compare how he, his father — the legendary late Rep. Henry B. Gonzalez — and his grandparents assimilated in America.

When the younger Gonzalez’s grandparents emigrated from Mexico around 1910, they initially planned on returning, he said at the debut of Historias, a project of StoryCorps, a nonprofit oral history group that records stories of everyday Americans.

“I want to talk about how my father sought that more complete assimilation and the obstacles he had to face and his generation’s contribution to allowing me to do what I do today,” Gonzalez said.

StoryCorps officially launched Historias, which will be archived at the Library of Congress, at a ceremony that featured talks by, among others, House members of Latino descent.

Speakers praised the project and StoryCorps’ past efforts, saying that the stories of everyday people preserve the American experience and that the new initiative offers the often-ignored Latino community a chance to participate.

“We believe that much of what we have contributed and what we continue to contribute — if it is found in whatever history, oral or otherwise — is a footnote,” Gonzalez said. “I think this goes a long way to remedy that situation.”

Rep. Xavier Becerra, D-Calif., spoke about how two recent projects on World War II — Ken Burns’ documentary “The War” and Tom Brokaw’s book “The Greatest Generation” — did not include much about Latinos, a trend that Becerra has noticed since he was young.

“I think Historias does something very important for us: It tells us who we are,” Becerra said.

Rep. Jose Serrano, D-N.Y., spoke of how his immigrant father responded to a friend’s comment that he was lucky to have successful children.

“My father, in the most wonderful broken English, said, ‘I busted my back to get lucky,’” Serrano said.

It is necessary to gather the stories of as many everyday Latinos as possible, Gonzalez said.

“An untold history makes for an incomplete history and thus an incomplete lesson,” he said.

“It’s a lesson for all of us, for those who have been here for many years to appreciate the contribution made by others, but also for the new arrivals because there will always be new arrivals in this country,” Gonzalez said after the event. “I think it’s going to be a source of inspiration, and lessons will be learned that will benefit all Americans.”

Recordings for Historias will take place in more than 20 cities across America during the next year.

The project will record oral histories in Texas, starting with Austin and Houston in November, Brownsville in May and San Antonio in June.

Those interested in participating in the project can call StoryCorps at (800) 850-4406.

By Drew Joseph – Hearst Newspapers

Latino Nutrition Month Oldways Releases Latino Health Tool Kit

Target Latino thanks the Latino Nutrition Coalition and Oldways for allowing us to publish this important information for dissemination within our community. Let’s hope that we all work together for the betterment of our nutrition and that of our children.

—————-

BOSTON, September 15, 2009 – In celebration of Latino Nutrition Month from September 15 through October 15, Oldways and the Latino Nutrition Coalition (LNC) have released Latino Living – A Guide to Better Health Through Traditional Food and Active Lifestyles – for both consumers and health professionals.

“Latino Living was originally designed for health professionals and dietitians, but it is so user friendly and simple that it’s perfect for consumers from coast to coast,” said Sara Baer-Sinnott, Executive Vice President of Oldways.

Latin Diet Pyramid - Copyright 2009 Oldways Preservation & Exchange Trust - http://www.oldwayspt.org/

Latin Diet Pyramid – Copyright 2009 Oldways Preservation & Exchange Trust – http://www.oldwayspt.org/

For Consumers, the kit offers:

  • A 7-day Healthy Latino Meal Plan, with recipes and grocery list.
  • A bilingual Latino Lifestyle Calendar, featuring a tip-a-day for following the healthy Latin American diet.
  • New, illustrated, bilingual Latin American Diet Pyramid, with basic guidelines to help plan daily meals.

The following in both English and Spanish:

  • A list of Latin American super foods
  • Kitchen Strategies: time savers and smart swaps
  • Tip for Kids: cooking, lunches and snacks
  • Tips on how to exercise with your family

For Health Professionals and RDs, the kit offers:

  • All of the above, PLUS
  • Statistics concerning obesity, nutrition, diabetes, cardiovascular diseases, and cancer rates occurring in the Latino American population.
  • A detailed explanation of the Latin American Diet Pyramid, along with basic guidelines that help plan daily meals.
  • Weekly Goal Tracking and 24-Hour Recall Sheets.

Consumers, health professionals and RDs can request this free resource (on CD-Rom or online) by emailing or calling Adriene Worthington (aworthington@oldwayspt.org, 617-896-4876.

Coinciding with National Hispanic Heritage Month, Latino Nutrition Month will introduce consumers to a variety of ways to cook, eat and enjoy the Latino diet pattern. The introduction of an updated Latin American Diet Pyramid will stress the importance of putting plant foods such as fruits, veggies, grains (mostly whole), nuts and peanuts, beans and spices at the core of one’s diet. Additionally, consumers can enter Oldways/LNC’s Latin American Diet Recipe Contest (see below) to win a variety of prizes.

See what else is happening during Latino Nutrition Month on the Oldways and LNC websites. These programs include:

1. An updated Camino Mágico, a downloadable, bi-lingual supermarket shopping guide to help Latino shoppers make healthy choices among the endless food options available at supermarkets today.

2. Latin American Diet Recipe Contest featured on the Oldways and LNC websites and on the Official Oldways Table Blog. Consumers should submit a recipe that uses at least two Latin American Diet products (list is featured on the Oldways Table Blog).  Winners will be drawn at the end of the month, and announced on our websites.  Prizes include wonderful Latino food products, autographed copies of our widely-praised book, The Oldways Table, chock-full of wonderful recipes and short essays about food and wine experiences, and the new poster of the Latin American Diet Pyramid.

3. A 2′ X 3′ poster with an updated illustration of the Latin American Diet Pyramid will be available at The Oldways Store on September 21, 2009.

Links:

Find Oldways on Twitter – OldwaysPT

Find the LNC on Twitter – LatinoNutrition

Oldways on Facebook – Become a Fan!

The Official Oldways Blog – The Oldways Table

About Oldways and the Latino Nutrition Coalition

Oldways is an internationally-respected non-profit, changing the way people eat through practical and positive programs grounded in science, traditions, and delicious foods and drinks.  The Latino Nutrition Coalition is an Oldways program inspiring Latinos to improve and maintain their health through traditional foods and active lifestyles. LNC members include: General Mills; Herdez; Splenda; La Moderna; Mission Foods; National Watermelon Promotion Board; The Peanut Institute; Soyfoods Association of North America; Splenda  Sweetener Products; United States Potato Board; and Wisconsin Milk  Marketing Board.  You can learn more at www.oldwayspt.org and www.latinonutrition.org.

Header photography credit: IStockPhoto

Levelup.com Breaks the Alexa Top 2,000 Sites in the World

Busca Corp announced today that on Sunday July 19th Levelup.com —www.levelup.com) our flagship site and an integral part of the Busca Corp Network — has cracked Alexa’s Top 2,000 sites in the world. With over 10 million total network page views, Levelup.com has transformed into one of the top sites in Mexico and Latin America.

“The growth of Levelup.com is a testament to the 60 Billion Dollar Video Game market,” says Ramon Toledo, President of Busca Corp Media Network. “Through our partnership with Prodigy MSN we are well positioned as the #1 Video Game Site for the Latin American and U.S. Hispanic audience.”

Prodigy MSN is the most popular website in Mexico with over 23 million users and features a wide array of world-class services, such as Windows Live Hotmail, Windows Live Messenger, as well as video, news, and the latest in entertainment, lifestyle and sports. Our partnership aims to target the rapidly expanding video game user base which in the 1980’s meant mostly males under the age of 20 but today includes both male and female gamers under the age of 35.

Levelup.com publishes user-generated video game content alongside professionally produced media content that offers tips, strategies, reviews, comments and a place to share experiences with a fully engaged online community. With its unique platform, Levelup.com has experienced strong and steady growth since its launch in 2007.

Levelup.com also recently entered, and is aggressively attacking, the U.S. Hispanic Market and, is opening a largely untapped demographic with huge potential.

Source: Busca Corp

Targeting Latin Americans

Wyncrest’s Insurance and Financial Division to Rapidly Expand Into Latin American Market

The Wyncrest Group, Inc., a niche insurance consortium, announces its position to rapidly enter the Latin American market. Wyncrest’s pending acquisition of Florida Insurance Consulting Inc. will provide an important key to our growth in the Latin American markets. With the huge growth of the Spanish speaking population in the U.S., many markets are underrepresented and many families and businesses need an insurance and financial services provider.

As recently stated in our previous press release, Southwest Financial Group has been in talks with other Insurance and Financial services companies in Broward Country, Florida that could bring the number of agents in Florida to well over one hundred. This company is also doing roughly $120,000,000.00 in premium insurance and financial sales per year. The company hopes to continue its efforts in recruiting agents and associates from strong family backgrounds with ties to the Latin American communities, Cuba and elsewhere in the Caribbean, as well as South America.

Keith Lanzara, President of the Wyncrest Group, pointed out, “America is more Latin than ever before, and the language and cultural differences that exist must be overcome if Wyncrest Group’s growth strategy in the Latin insurance industry is to be successful. Wyncrest Group’s subsidiary Southwest Financial Group welcomes the opportunity to form synergies with Florida Insurance Consulting and to develop additional business in the Latin American community.”

Targeting Latin Americans

This demographic seems to be the most sought after by insurers. Hispanics represent the largest minority group in the United States with 44.3 million or 14.8% of the population. Latin Americans are also the fastest growing minority group and account for nearly half (1.4 million) the national population growth from 2005 to 2006. In U.S. history, there has never been an immigrant group that has grown to its current size while continuing to maintain its language, cultural values and traditions This makes Latin Americans a sizeable target for marketers in all industries.

The relatively young Hispanic population, entering the workforce for the first time or moving up their individual career ladders, are seeking additional gains in buying power. This will be even more important in this decade than in the 1990s. The increasing number of Latin Americans who have successfully started and expanded their own businesses is another potent force powering the growth of this consumer market, as evidenced by the 1.2 million Hispanic-owned firms in the U.S.

Health insurance providers and hospitals have traveled online to help build their brands with Latino audiences. At the same time tax preparation and accounting services continues to grow when it comes to the total dollars invested in Spanish-language media.

Source: Wyncrest

Mundet, the Wonderful Apple Soft Drink Centenario Promotion

Mundet announces the first winner of its national Centenario promotion — Julissa from Calexico, California. This contest commemorates the 100+- year heritage of Mundet, offering exciting prizes under special gold bottlecaps that can be found on Mundet Manzana Verde (Green Apple) and Sidral (Original Red Apple) Mundet bottles.

Mundet, the delicious apple-based soft drink which has been a part of the Mexican heritage since the early 20th century, is celebrating its 100+-year heritage with an exciting Centenario promotion. Consumers have the opportunity to win exciting instant-win prizes located under special gold bottlecaps found on Mundet Green Apple and Sidral Mundet glass bottles. The grand prizes are Centenarios, Mexican bullion coins created in 1921 to honor the 100-year anniversary of Mexico’s independence from Spain, with an approximate value of $1,500 each. Additional prizes include T-shirts and teddy bears.

The first Centenario prize winner was Julissa from Calexico, CA. The Centenario promotion is national in scope. Consumers still have a chance to win prizes, including more Centenario coins, because the promotion is scheduled to run through May, 2010, or until all prizes are awarded.

Mundet soft drinks are known for their unique and delicious real-apple flavor. Sidral Mundet does not contain any flavoring (natural or artificial), since its unique flavor comes from real apples. Mundet is popular with adults and children, and is considered by many to have health benefits due to its pasteurization process and since it does not contain caffeine. Many Mexican mothers use Mundet as a hydration fluid for their children.

Since 1988, Mundet soft drinks have been distributed in the United States exclusively by Novamex (www.novamex.com). Mundet is currently one of the best-selling Mexican soft drinks in the US. Novamex is a leader in the marketing and distribution of authentic Mexican products in the United States, including Jarritos, Mineragua and Mundet, delicious soft drinks with the great authentic flavor of Mexico. In additional to product sales, marketing and distribution, Novamex provides educational and sports opportunities to children and youth in high-Hispanic markets throughout the United States, and assists hundreds of churches and non-profit organizations through the donation of soft drinks that can be sold for fundraising purposes.

Source: Mundet

Dia Internacional del Amigo

Dia Internacional del Amigo

Dia Internacional del Amigo

Día Internacional del Amigo (Spanish, Friend’s Day) is a celebration of friendship, held annually on July 20, mainly in Argentina and Uruguay, but also in some other countries.

How was Dia Internacional del Amigo born?

The idea for Friend’s Day or Dia Internacional del Amigo goes back to Argentine teacher, musician, and dentist Enrique Febbraro, who lobbied to turn the anniversary of the first moon landing into an international day of friendship, along his Rotary Club de Once, in Buenos Aires.

He argued that on this particular day, the whole world had been friends of the three astronauts.

The first official recognition of the day came with decree No. 235/79 by the government of the province of Buenos Aires, which authorized the celebration and gave it official nature.

How is the Dia Internacional del Amigo celebrated in Argentina?

In Argentina, Dia Internacional del Amigo or Friend’s Day is often a good excuse for a common friendly gathering, though people also employ the day to get in contact with old and seldom-met friends and greet them. Since it is not a public holiday in Argentina, the gatherings tend to happen during the evening.

Though Dia Internacional del Amigo has always been respected, in recent years it has turned into a very popular mass phenomenon. In 2005, too many well-wishing friends led to a temporary breakdown of the mobile phone network in the cities of Buenos Aires, Mendoza, Córdoba and Rosario, comparable to the one experienced in 2004 on Christmas and New Year’s Day. In the case of Rosario, La Capital newspaper reported that seats in most restaurants, bars and other establishments were already booked out completely a week before the celebration. In Rosario, there is a movement to change the celebration of the Dia Internacional del Amigo to the 19th of July, day that comic writer Roberto Fontanarrosa from that city died.

Source: Wikipedia

LG Electronics Reorganizes Manufacturing Facilities in Mexico

LG Electronics Reorganizes Manufacturing Facilities, Increases Investment in Mexico

MEXICO CITY, July 6 /PRNewswire/ — LG Electronics is planning to reorganize manufacturing plants and expand investments in Mexico to maximize efficiency and competitiveness.

LG Electronics in Mexico

LG Electronics in Mexico

The company will invest an additional US$100 million over the next three years, increasing total production capacity to US$4 billion. This is designed to generate synergies among plants in Mexico and improve cash flow during the current global recession, while further improving capabilities to serve customers in North, Central and South America.

LG Electronics currently operates three manufacturing facilities in Mexico: Reynosa and Mexicali producing TVs and Monterrey making refrigerators and electric ovens. The reorganization program, which is now under way, includes:

  • Consolidation of LCD TV manufacturing plants — Two separate plants in Reynosa and Mexicali will be integrated into one consolidated plant in Reynosa to produce mid-large size and premium TVs. Consolidation is expected to be completed by September 2009.
  • Outsourcing of small- and medium-size LCD TVs — LG Electronics plans to expand its collaboration with an external manufacturing partner in Mexico.
  • Withdrawal from mobile phone manufacturing in Mexicali — With the closure of the Mexicali plant in June, handsets for North America will be produced in Korea and China.
  • Expansion of Monterrey plant capabilities — The refrigerator and electric oven manufacturing Monterrey plant will start producing gas ovens by the end of 2009.
  • Localization of components — LG Electronics will source more components in Mexico to gain cost competitiveness

Planned increases in investment and employment include:

  • Increased investment — LG Electronics plans to invest more than US$100 million in Mexico over the next three years.
  • Expanded production capacity — LG will expand production capacity to US$4 billion by 2012, up from US$2.6 billion in 2008.
  • Additional employment — Adding new production lines in Reynosa will generate about 1,200 new jobs and theMonterrey plant is planning to hire 1,300 additional workers. Localizing component production will help boost recruitment opportunities in Mexico.
  • Retirement benefits and outplacement support — All 500 Mexicali employees will be eligible for positions inReynosa or Monterrey. Retiring employees will receive pensions or outplacement support services consistent with local labor laws.

About LG Electronics, Inc.

LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of $44.7 billion, LG comprises of five business units – Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is one of the world’s leading producers of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both A Global Partner of Formula 1(TM) and A Technology Partner of Formula 1(TM). As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit www.lge.com.

Source:LGE

New American Airlines campaign targets U.S. Hispanics

American Airlines Targets U.S. Hispanic Consumers With Launch of National Advertising Campaign

Print and Broadcast Ads Seek to Bring More Latinos to American Airlines

FORT WORTH, Texas, June 10 /PRNewswire-FirstCall/ — American Airlines this week launched a national advertising campaign aimed at U.S. Hispanic travelers in an effort to increase American’s business and to better serve the booming Latino population.

With this new campaign, American seeks to continue to be the airline of choice, uniting Latinos and their families by meeting all of their travel needs – connecting them to business associates and loved ones in any part of the world.

“American has had a commitment to this important demographic for decades,” said Dan Garton, American’s Executive Vice President – Marketing. “As the leading U.S. airline serving Latin America, as well as a founding member of theoneworld(R) Alliance, we are in an ideal position to provide a service that makes it easy for families to stay in touch and business travelers to do business.”

The campaign – conceived by Zubi Advertising Services, Inc. – will target Hispanic consumers with advertising in print publications and the major Spanish-language TV networks, Univision and Telemundo, among other media. The focus of the campaign is to make Hispanics more aware of the benefits of becoming a member of the American Airlines AAdvantage program, the world’s first loyalty program and consistently recognized as the best in the industry.

American’s Latin America/Mexico route system now boasts 40 destinations in 17 countries, including five American Eagle destinations in Mexico. Additionally, American and American Eagle fly to San Juan, Puerto Rico, and five destinations in the Dominican Republic.

In just 19 years, American Airlines has become Latin America’s premier airline, offering more flights to more destinations than any other carrier.

Additionally, American recently added new service to Madrid, Spain, launching nonstop flights from Dallas/Fort WorthInternational Airport in May. American also flies to Madrid from Miami, and to Barcelona, Spain, from John F. Kennedy International Airport in New York. “In each family, we want to be the enabling force for traveling,” said Roger Frizzell, American’s Vice President – Corporate Communications and Advertising. “We want to be the airline that provides access to all those familiar and familial places – soccer games, business events, and reunions. And we want travelers to know our AAdvantage program has the right scope and the right value for families.”

AAdvantage members can earn miles toward travel in a variety of ways:

  • Each time they purchase an eligible published-fare ticket and fly on American Airlines, AmericanConnection, American Eagle or any of the more than 20 airline partners.
  • By flying on an eligible published-fare Business Class or First Class ticket on American Airlines or any of its partners with additional bonus miles as follows:
    • An additional 25 percent of flight mileage flown in Business Class, or
    • An additional 50 percent of flight mileage flown in First Class.
  • When staying at AAdvantage hotel partners or renting a car from a partner company – including more than 30 hotel partners representing more than 60 brands and all eight major car rental agencies.
  • By making purchases at more than 200 retail and financial partners or by using any of over 100 affinity card products worldwide.

And, thanks to recently-launched One-Way Flex Awards, customers now have even more flexibility in how they use their miles. The One-Way Flex feature gives AAdvantage members more options when redeeming award travel:

  • Members can now combine different classes of service or peak/off-peak awards to meet their specific needs.
  • Customers can even use miles on a one-way basis at half the round-trip mileage requirement.

Approximately 41 percent of U.S. Hispanics live in American Airlines hub cities and American Airlines has been a longstanding partner with the local and national Hispanic community. American’s commitment to Hispanic consumers is evident in its bilingual sales force and its participation in organizations and support for causes that make a difference in the lives of Hispanics.

The company’s policies and actions, combined with the accolades it has earned over the years, demonstrate its leading role in the industry. Hispanic Business magazine recently named AMR Corp. – parent company of American Airlines and American Eagle – as one of its “Diversity Elite 60,” for its commitment to Hispanic hiring, promotion, marketing, philanthropy, and supplier diversity. And in April, DiversityMBA Magazine named American Airlines one of the best places for diverse managers to work.

As a founding member of the oneworld alliance, American offers unparalleled flight choices on one of the world’s largest global route networks, the AAdvantage program, and Admirals Clubs lounges at more than 40 airports throughout the world.

And customers can book their travel or check their mileage account balance by visiting American’s Web site at www.AA.com; enroll in the AAdvantage program at www.aa.com/enroll, or go to www.aa.com/mismillas, if they prefer Spanish, to check on their miles or enroll.

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About the AAdvantage Program

The AAdvantage program was the first frequent flyer program. Established in 1981, the program now has more than 60 million members. Members can earn miles at more than 1,000 participating companies, which include more than 30 hotel chains representing more than 60 brands, more than 20 airlines, eight car-rental companies, 12 financial companies, and over 250 brand name retailers. In addition, members can earn miles when making purchases with one of more than 100 affinity card products in over 40 countries. In 2008, AAdvantage members redeemed more than 155 billion miles to claim more than 4.8 million awards for flights, upgrades and car rentals. For more information and a listing of AAdvantage program participating companies, visit www.aa.com/aadvantage.

About AA.com

With more than 1.6 million site visits per day, AA.com is American’s largest distribution channel and the best place to do business online with the airline, 24-7. At AA.com you can conveniently search for and book low fares and award travel; select seats; make hotel, rental car and cruise reservations; get flight arrival and departure information; sign up for flight status notification and even check in and print boarding passes. You can also manage your AAdvantage account at AA.com, as well as sign up to receive emails from American and get customized DealFinder(SM) alerts and other special offers. Additionally, customers who purchase tickets at AA.com get a lowest-fare guarantee. AA.com has twice received the World Travel Award for World’s Leading Airline Internet Site and has received multiple site awards from various organizations.

About American Airlines

American Airlines, American Eagle and AmericanConnection(R) serve 250 cities in 40 countries with, on average, more than 3,400 daily flights. The combined network fleet numbers more than 900 aircraft. American’s award-winning Web site, AA.com(R), provides users with easy access to check and book fares, plus personalized news, information and travel offers. American Airlines is a founding member of the oneworld(R) Alliance, which brings together some of the best and biggest names in the airline business, enabling them to offer their customers more services and benefits than any airline can provide on its own. Together, its members serve nearly 700 destinations in more than 130 countries and territories. American Airlines, Inc. and American Eagle Airlines, Inc. are subsidiaries of AMR Corporation. AmericanAirlines, American Eagle, AmericanConnection, AA.com, We know why you fly and AAdvantage are registered trademarks of American Airlines, Inc. (NYSE: AMR)

AmericanAirlines(R) We know why you fly(R)

Current AMR Corp. releases can be accessed on the Internet.

The address is http://www.aa.com

SOURCE American Airlines & PRNewswire