American Airlines' Rainbow TeAAm and its Strategy to Target the LGBT Segment
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Case Details:
Case Code : MKTG218
Case Length : 24 Pages
Period : 1994-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : American Airlines
Industry : Travel / Aviation
Countries : USA
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Introduction Contd...
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Speaking about the partnership, George Carrancho (Carrancho), National Sales and Marketing Manager of AA's Rainbow TeAAm, that was the Marketing and Sales team focused on the LGBT segment, said, “We work hard year-round to enhance American Airlines'strong reputation in the LGBT community. Our partnership with Logo and TripOutGayTravel will allow us to keep bringing valuable travel services and content to many of our most loyal LGBT customers.”10
Over the years, AA had earned widespread recognition as a long-time supporter of
the LGBT community.
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In fact, it was considered the first major company to launch an LGBT-focused sales and marketing team. The team came into being as far back as in 1994, at a time when people were not as accepting of the LGBT community as they have become in recent years. In his pioneering book on the subject, Gay and Lesbian Tourism: The Essential Guide for Marketing, author Jeff Guaracino, described AA as the 'granddaddy of savvy gay travel marketing'.11
The marketing program that started in the early 1990s was later renamed the Rainbow TeAAm and as of 2008, it was led by Betty Young (Young) and Carrancho. Young and Carrancho, who were lesbian and gay respectively, were involved in a range of activities aimed at tapping the fast growing LGBT travel market...
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