Project Overview

1
American Airlines
GLBT MARKETING Leading the way... Robbin
Burr National Sales Manager The Rainbow TeAAm
2
The Catalyst
What is it??
3
Moving Forward
4
From Baby Steps to Giant Leaps
5
The Rainbow TeAAm
6
Rainbow TeAAm Roles

• Michael Fricke, Los Angeles
• Trade Shows, National and Local GLBT
  Organizations, Travel Agencies
• Robbin Burr, Chicago
• Lesbian Market, National and Local GLBT
  Organizations, Public Speaking/Training,
• HR/GLEAM Liaison
• Rick Cirillo, Dallas
• National and Local GBLT Organizations, HDQ Liaison

7
The Market

• Approximately 13-15 million consumers, with a
  combined purchasing power of 450 Billion
• Niche Market Population Buying Power
• Asian-American 11.5 Million 296
  billion
• African-American 36 Million
  646 billion
• Hispanic American 39 Million 581
  billion
• Gay and Lesbian 13-15 Million
  450 billion
• Sources Selig Center for Economic Growth,
  University of Georgia,
• U.S. Census projections (2002), Witeck-Combs and
  HPOL data (2000-2002)

8
The Market

• What factors influence GLBT consumers in making
  decisions about brand loyalty?
• 72 Whether a company advertises in gay
  media
• 72 If a company demonstrates effective
• corporate citizenship (i.e. gives back)
• 71 If a company establishes and publicizes
  progressive policies towards gay and lesbian
  employees
• Source Witeck-Combs and HPOL data (2001)

9
The Milestones

• Putting the house in order ESSENTIALS
• Adding sexual orientation and gender identity to
  the non-discrimination clause.
• Domestic Partner Benefits

10
The Milestones

• Growing revenues (approximate)
• 1995 116 Million
• 2002 189 Million
• Post September 11th, only 13 of GLBT individuals
  said they would fly much less compared to 20
  of heterosexuals.
• Harris Interactive/Witeck-Combs

11
The Milestones

• Recognition (partial list)
• 1995, 1997 Out and About Editors Choice Best
  Airline
• 2000 HRC National Corporate Equality Award
• 2000 PFLAG Flag Bearer Award
• 2001 Mautner Project for Lesbians with Cancer
  Corporate Award
• 2002 Arizona Human Rights Fund Corporate Award
• 2003 International Conference on Gay and Lesbian
  Tourism - Robbin Burr, Rick Cirillo, Michael
  Fricke awarded the Gay and Lesbian Tourism
  Leadership Award

12
The Mechanics

• Sponsorships/Products
• Annual Planning and Review
• Revenue requirements/Tracking

13
The Mechanics

• Relationship between Human Resources and the
  Rainbow TeAAm/Specialty Sales.
• Integration of Rainbow TeAAm efforts with our
  field sales managers and city promotions
  managers.
• Witeck-Combs Communications Role

14
Questions?