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80 AMERICANWAY
FEBRUARY 1 2008
February is Black History Month, a time that
gives Americans everywhere — including all
of us here at American Airlines— an ideal op-
portunity to reflect on the rich contributions of
African-Americans toour country’s culture.
American Airlines has long been commit-
ted to acknowledging and celebrating diversity,
whether among our employees or our custom-
ers. An African-American Employee Resource
Group at American Airlines helps advance
the interests of African-Americans within our
company. The group, which is represented by
employees across the country, helps us better
understandourcustomersand identifyopportu-
nities to support the communitieswe serve.
ALongLegacy
AmericanAirlines’ significant involvement in the
African-American community goes back nearly
30years, towhenwefirstbecameapartnerwith
the United Negro College Fund (UNCF) to help
deserving young people achieve their dreams
through higher education. For nearly as long,
we’ve also been the official airline sponsor of
UNCF’s annual fund-raising event, Evening of
Stars, which aired lastmonth on television sta-
tionsaround thecountry. American’semployees
have served as volunteers during local broad-
casts, participated in walkathons, and been
involved with various other fund-raising efforts
over the years, including one that helpedUNCF
award 17 scholarships to students affected by
HurricaneKatrina.
Black Enterprise
magazine recently named
AmericanAirlinesoneof thebest companies for
diversity in itsmarketing programs. In addition,
American is the first airline to have created a
sales force dedicated exclusively to serving the
needsofAfrican-Americanbusinessesandnon-
profit organizations.
In 2007, American Airlines began a unique
marketing relationship with
The Steve Harvey
Morning Show
, a national radio program that’s
hostedby thepopular comedianandentertainer
Steve Harvey. Together, American and Harvey
bring travel news, tips, prizes, and fun to mil-
lions of listeners through weekday-morning
broadcasts aswell as through a cobrandedweb
portal, which can be found at
.com/americanairlines.
This year, as we have for the past five years,
Americanwill once again award one lucky fam-
ily an all-expenses-paid family-reunion vaca-
tion as part of our Ultimate Family Reunion
Sweepstakes. The sweepstakes is held each
year during Black History Month in recogni-
tion of the important place that family reunions
hold in African-American heritage. This year’s
program begins later this month and runs
throughMarch31, 2008. Look fordetailssoonat
We’reproud tocelebrateBlackHistoryMonth,
but promotingand tappingdiversity isan impor-
tant year-round endeavor to American Airlines.
We look forward toservingall of our customers,
bothonour planesand in their communities.
InYourCommunity
While our support of UNCF extends across the
country, you’ll also find American Airlines sup-
porting local eventsandcauses important to the
African-American community. InNew YorkCity,
American is a sponsor of the acclaimed Apollo
Theater. In Los Angeles, we support the Magic
Johnson Foundation and its annual leadership
conference for young people. In Chicago, Mid-
westerners may note American’s presence at
the Expo for Today’s Black Woman. And in the
Dallas/FortWortharea, you’re likely toseeusat
the National Cowboys of Color Museum or the
DallasBlackDanceTheatre.
ReachingAfrican-AmericanConsumers
Along with its community work, American has
been commended for its efforts to market its
services to African-Americans. For instance,
RememberingHistory
An interactiveworldmapshowsdestinationsandroutesforeach
one
world
airline, enabling customers to planmulticity itineraries using one ormore
airlines. A downloadable timetable with the schedules of all 10
one
world
airlinesandmore than20affiliateairlinesalsomakes tripplanningasnap.
Visa and health requirements for travel to countries around the globe
are also available at oneworld.com, as well as departure-tax information.
Andmain sections of the site are now available in French, German, Italian,
andSpanish, inaddition toEnglish.Visitwww.oneworld.com todiscoverhow
one
world revolvesaround you.
It’s a bigworld out there. But for-
tunately, it’s an easy and reward-
ing one to get around, thanks to
American Airlines’ membership
in the global
one
world alliance. Several features on
one
world’s website,
canmake international travel even smoother.
TheMy Journey Guide feature allows customers to conveniently collect
key informationabout destinations—aswell ashelpful airport information
—and theneither print the informationor store it for later viewing.
