Who else should look at the different cultural audiences than airlines? Flying from Spain to Greece to South America and the Emirates. Every country has its different passenges, cultural backgrounds and meal wishes.
As air travel continues to rise, the multicultural segment, too, is growing - American Airlines, for instnce, was working on different marketing strategies to involve the diversity of its customers.
According to Iacono (2007) the airline developed cultural-specific campaigns, such as:
Power lunch series
AA works with securing a respected lifestyle expert in the African-American community to record podcasts on such topics as work-life balance. This year's effort featured author Michelle McKinney Hammond and offered visitors to the site the chance to win free airline tickets.
Media days
Targeted to Asian-American, African-American, and Hispanic communities, these events gather specific groups of journalists to educate them about AA's general offerings or surround a specific product launch or new service.
Community events
AA supports events, such as Puerto Rican Day parades in various cities and Chinese New Year celebrations, and groups like LULAC, La Raza, and the NAACP.
Similarly, Czech Airlines selected a global Advertising Strategy for its U.S. Campaigns.
The multicultural campaign targets Central and Eastern European-Americans and consists of "in-language" print advertisements in U.S. markets where these populations are concentrated, notably New York, Los Angeles and Chicago. The campaign, "Letter from Home," began in early May and will run through the end of August.
Why not use social media to target cultural diversity.
How do you think American Airlines and Czech Airlines could enhance their multicultural approach with Social Media??
Eva (evesaintlaurent)
References:
Iacono, E (2007). Diversity's high fliers. Brand republic. Retrieved, April 12, 2010, from,
http://www.brandrepublic.com/InDepth/Features/626588/Diversitys-high-fliers/?DCMP=ILC-SEARCH
Market Experts (2004).Czech Airlines Selects Global Advertising Strategies for U.S. Campaigns; Ads Target...
http://www.allbusiness.com/marketing-advertising/market-research-analysis-market/5663613-1.html
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