The Steve Harvey Morning Show Case Study
Background
American Airlines, The Steve Harvey Morning Show and Premiere Radio Networks established a marketing agreement that is one of the most extensive efforts by a global airline to reach the African American Consumer Market. The Steve Harvey Morning Show covers topical issues and community concerns with music and celebrities from the entertainment and sports worlds.
Objectives
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Highlight Harvey and American’s commitment to community |
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Position American Airlines as a company that supports Steve Harvey’s impact in the African American community |
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Feature American’s destinations and relationships in certain cities |
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Identify American Airlines as a company aware of the cultural distinctions representative of the Black community |
Target Audience
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African American Consumer Market |
Strategy
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Promote The Steve Harvey Morning Show partnership with American Airlines through an extensive online and broadcast media launch |
Tactics
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Email and fax announcement of partnership to affiliate radio stations |
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Distribute releases to Black websites as a press release and a forum topic |
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Distribute press release on news wire with clipping services |
Implementation
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Steve Harvey/AA materials distributed to all of Harvey’s 41 radio affiliates across the nation |
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Steve Harvey/AA relationship posted on forum websites
- www.hbcuconnect.com
- www.blacknla.com
- www.dallasblack.com
- www.blackplanet.com
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Steve Harvey/AA relationship distributed through a press wire service that reaches over 45 ethnic centric websites and forums |
Results
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Generated 2,175,000 online media impressions |
21st Annual Elite News Martin Luther King Jr. Day
Parade Case Study
Background
The Elite News Martin Luther King Jr. Day Parade is a celebration of the Dr. King legacy and unification of all Dallas/Ft. Worth communities to continue progress in revitalizing their neighborhoods.
Objectives
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To promote American Airlines participation in the MLK Day parade |
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To display American Airlines’ commitment to the African American community as a return sponsor of the 21st Annual Elite News Martin Luther King Jr. Day Parade |
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To provide event-goers with the American Airlines calendar highlighting successes of American Airlines African American employees |
Target Audience
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All communities within the Dallas/Ft. Worth Metroplex |
Strategy
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Solidify local media coverage of American Airlines’ sponsorship of the 21st Annual Elite News MLK Day Parade |
Tactics
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Pitched local media about American Airlines’ participation in the MLK Day Parade |
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Pitched American Airlines’ employees as resources for stories being developed about Mr. King’s legacy and the MLK Day Parade |
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Distributed AA collateral to event-goers on the parade route |
Implementation
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Provided media relations in obtaining interviews and media hits for American Airlines’ role in the MLK Day parade |
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Coordinated volunteers and distribution of AA collateral materials |
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Arranged for one of the grand marshals of the parade to be chief operations officer for American Airlines |
Results
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Generated more than 100,000, gross impressions with interviews on: |
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- FOX4 KDFW in-studio interview on “Insights” with Shaun Raab
- CBS11 KTVT in-studio interview on “Positively Texas” with Iola Johnson
- FOX4 KDFW live on-air phone-in on “Good Day”
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