American Airlines has added another marketing initiative to its efforts to build Hispanic membership in its loyalty program. It is partnering with Eurosport, a U.S. soccer-specialty retailer, for the second consecutive year, this year running a contest to encourage Hispanics to join the program.
Under the Give & Go contest, once players join the program, AAdvantage, they have a chance to win a trip for two to Madrid, and other prizes.
People can register or at soccer events. Registration is available in both English and Spanish.
The grand-prize trip to Madrid includes a four-night stay at the luxury Melia Madrid Princesa, dinner and a Flamenco show, a $1,000 gift card, and tickets to a professional soccer game.
Secondary prizes include, American Airlines gift cards, Soccer-themed video games, Soccer.com gift cards, Jerseys signed by Mexican professional soccer teams and Jerseys and shirts autographed by international soccer stars.
“For the past two years, Eurosport/Soccer.com have shown a great commitment to helping grow the game of soccer in this country,” said Vicente Navarro, Eurosport’s director of Hispanic Marketing, in a release. “Because of our vast network, American Airlines reached out to us to help deliver their message to over five million soccer families.”
American Airlines is the official airline of Major League Soccer, as well as individual clubs including FC Dallas, New York Red Bulls, D.C. United and Chicago Fire.
Earlier this month, American Airlines launched its largest initiative to date to build AAdvantage membership, with a specific focus on Hispanics, an influential group of 46 million in the U.S. whose buying power is projected to reach $1.3 trillion in 2013, according to a report by Packaged Facts.
The campaign is running for 18 months, an extended time period to saturate national markets. TV spots will be concentrated in Miami, Dallas and Chicago, hub cities for the airline where about 41% of U.S. Hispanics live, the company said. The effort also includes radio, print, online and social media.
American Airlines is also using Twitter for the first time—@Aairways—tweeting in both English and Spanish about the benefits of the air miles program.
The program, established in 1981, has about 62 million members and has been on a growth path for years.
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