Emphasis on broadcast and social media in new AAdvantage Milestones e-Magazine

American Airlines has launched what is being termed as “the industry’s first rich-media, web-based e-magazines combining broadcast and social media.” (6/21/2007)The new video e-magazine gives the world’s largest frequent- flyer programme an online community for its members. AAdvantage Milestones will connect and engage the more than 56 million AAdvantage members through a new community forum and a series of video features that offer viewers quick tours of American Airlines and oneworld destinations. In addition, AAdvantage Milestones uses a combination of static and rich-media content to deliver interesting and user-friendly information related to travel and the AAdvantage programme. Kurt Stache, President of AAdvantage Marketing Programs, said, “Our customers tell us they want more information on vacation destinations. We think our new e- magazine will break through the clutter and deliver that content in a contemporary, engaging and entertaining way.” The e-magazine’s community forum encourages members to share personal photos of the featured destinations. Additional aspects of the community forum will be introduced with the release of subsequent editions of the new e- magazine. Over time, American hopes the vault of valuable information gathered, along with the entertainment features, will become a guide to future travelers and AAdvantage members. The two-minute video tours feature famous landmarks and provide a light-hearted overview of featured destinations. The video clips showcase American’s lighter side of brand marketing, incorporating humour through the condensed home-video style format. Information on the corresponding e-magazine includes relevant travel information and tips on the highlighted destination, along with valuable AAdvantage offers. The new e-magazine was developed by American Airlines and TM Advertising, which is American’s advertising agency of record.

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