American Airlines’ New “Black Atlas” Social Media Site…Why?
Web: www.thetravelstrategist.com — E-Mail: fish@flyingwithfish.com
9/10/2009 – American Airlines’ New “Black Atlas” Social Media Site…Why?
On October 15th 2009 American Airlines is set to repeat its own history with the launch of a social media site dedicated to the “Black Traveller.” The new social media site, Black Atlas, is the follow up to the ill-fated 2007 attempted at targeting the ‘black traveller’ through AA.com/AfricanAmerican.
I am aware that I need to tread lightly writing about this new venture by American Airlines, as this new social media site causes a racial divide among travellers. As far as we come in the United States (and while Flying With Fish addresses a global audience, American Airlines’ primary market is in the United States) race is still clearly an issue…and American Airlines appears to be pushing this divide further.
In mid-2007 American Airlines created AA.com/AfricanAmerican, the social media portal was short lived as it not only didn’t attract the intended targeted audience, but also on some level it offended the intended targeted market. Along with AA.com/AfricanAmerican, American Airlines launched a social media site for Gay and Lesbian travellers, AA.com/Rainbow, and women business travellers, AA.com/women.
While I have previously written about American Airline’s social media portals, which you can find here, 13/05/2008 – Can You Use Your Airlines To Network & Grow Your Business?, the airline has done a very poor job in promoting these social media ventures. With the introduction of American Airlines’ Black Atlas, the airline has actually dropped “American Airlines,” which is an unusual move for American Airlines.
From the outset American Airlines’ Black Atlas social media site appears to play on certain stereotypical aspects of its targeted audience. The opening page of the pre-launch asks announces the new portal as “Your Passport to the Black Experience“ and asks, “Do you know where to find blues music in Moscow? How about a Jamaican restaurant in Milan? If you do, I want to know about it.” Delving deeper into American Airlines’ Black Atlas site, under the seven individual of categories of interest, along with Travel Tips, Restaurants, Arts & Museums there is also a listing for “Beauty & Barber Shops.”
This marketing concept is intended to attract the “sophisticated African American traveler,” however having contacted multiple ‘black’ frequent travellers (as not all are ‘African American’), most all seem very turned off by the Black Atlas concept.
When I asked Benet Wilson, the Online Managing Editor for Aviation Week, her opinions of the Airlines’ attempt to specifically retarget the “African American” traveller, she remarked, “Experiencing black culture? I’m a world citizen I want travel unique experiences-not black travel experiences.”
Numerous other “sophisticated African American travellers” echoed Benet’s sentiments. One traveller (who asked that I not use his name) I posed the question to, who travels more than 100,000 miles annually with American Airlines from Airlines’ hub at Chicago O’Hare, said he was offended at the references to “African American,” as he is British, living in the United States. He stated that he prefers to attend the Opera and Classical music events rather than blues music venues and seeks out local food or Italian and French food rather than Jamaican food…and states he’s never been to a ‘corner barber shop’ in the 25 years he has lived in the United States.
While I am a white guy from New York, those who I have met, traveled with, worked with and known who are ‘black’ are as different from each other as I am from others in my ‘racial demographic.’ Targeting the ‘black experience’ plays on stereotypes that are not only dangerous, but also will potentially alienate a significant customer base. A ‘black traveller’ who grew up in New York City will have different interests than a ‘black traveller’ who is from New Orleans; those from Barbados are vastly different than those from Los Angeles and sophisticated tastes of those from Chicago will be quite different from those who were raised in Johannesburg.
So what has American Airlines learned from its 2007 failed attempt to launch AA.com/AfricanAmerican? It has learned that it needs a flashier website and a well known spokesperson, such as Nelson George, to be out front pitching the new social media site. Other than that it appears that history may be doomed to repeat itself
Below is a screen shot of the new American Airlines Black Atlas social media portal
Happy Flying!
The site also is aiming to be crowd-sourced with no payment and unclear terms for “contributors.” If you proceed to register at http://www.aacontributorsite.com the terms and conditions claim copyright over everything on the site including, presumably, contributions, and at the same time have an onerous indemnification clause:
I most say. I am a frequent Black Traveller and is very excited by such a site.
I like high-brow fine wine but still like by black gospel on Sunday morning and greens and cornbread after church. I love who I am and I am different from my white co-workers who want to go to rooty-tooty bars when we are on the road. So I welcome a site to help me find the places and things I like about my culture. Most white people forget that the world is built around them while other cultures or left on the side of the road. So Welcome Black Atlas!!!!!!
Lee,
While I have approved your comment I must add the caveat that according to your business resume one of your clients is American Airlines…and you have created advertising/marketing material for American Airlines. This may or may not influence the comments you have posted, however I find that fact that American Airlines is a client of your relevant and influential to your opinion.
Based on the assumptions of AA’ Black Atlas are we likely to see AA.com/Jewish, AA.com/Muslim, AA.com/Chinese, AA.com/Southerner, AA.com/NewEnglander in the future? Part of what you describe in your Sunday enjoyments is I am sure influenced by you being from Macon, Georgia.
Happy Flying!
-Fish
As a black woman & former frequent AA flier, I’m not sure how I feel about this or if I really need guidance on finding a black hairdresser in Moscow…or anyone else for that matter. I like a variety of local experiences & if I want a black experience in Italy, Japan or Dubai, I just ask some black folks! Maybe they should switch their focus & start by upgrading their old ass planes!
I’ll start off this note with a notation that I am a new contributor to BlackAtlas.com, so there will be no need to question my bias or comments:-)
Unlike the aforementioned African American/Black traveler, I’m an expat, having just spent 3 yrs in Dubai and now in Italy. My travels are not necessarily filled with guided tours and visits to (yet another) museum or church…I hope that I’ll be able to give a glimpse into my world and what it’s like to be a Black (I don’t use the AA terminology, I’m from the ’70’s) expat, living in the age of a world economic crisis/Obama/single (40-something woman) through my blog.
I, on the other hand, am not blind to the fact that those, be they AA, Black, Caribbean or African are not necessarily looking for a ‘Black experience’ while on vacation. That is not what people are looking for when they travel to distant lands, so different from their own. That’s the beauty of traveling – but what I have noted during my own journey, is that there are fewer and fewer independent Black adventurers from the States abroad.
It is my hope that my words and blurbs will give that reluctant or hopeful traveler the impetus and courage to visit distant shores…to see that there are people over here, who are just like them! It may be a foreign country but in travel, you’ll find more similarities than differences.
And we should not forget or overlook one of the differences b/w this site and the old one – social media, as we know it today. Furthermore, as the degrees of separation are becoming smaller, the opportunity to connect with fellow adventurist, takes what would be a ‘regular/annual vacation’ to a whole new level. I’ve met several of my Facebook friends while traveling in the last 2 months..friends of friends sometimes – many whom I’ve never seen face-to-face. Knowing I’d have a friendly face to share a coffee or visit a gallery with, made my stay more personal than touristy.
There will be information on here for everyone…at least that’s what I’m offering to my readers! If you want to go out and need a fabulous pair of shoes or dress, check out my blog! Any black woman who’s been on vacation knows exactly what it feels like to need your hair done and no one around who has a clue what to do to/with it! I’ve been in Italy since August and have been craving a Krispy Kreme donut and pancakes – just so happens I found a cafe that serves a full American Breakfast for Sunday Brunch (maple syrup included)!
And we know, even though this site is targeting the ‘affluent Black traveler’ – there will be those of varied demographics, who’ll be reading and navigating this portal. Just as there are many of us who read “Travel & Leisure’ magazine” – with its high-end/uber luxury features…we know it’s not targeted to us mere-mortals…but we enjoy reading about these exotic locales and dream of maybe, one day, lying upon their tropical beaches while getting a Thai massage:-)
As Trinisteph stated in her post: ‘If i want a black experience in Italy, Japan or Dubai, I just ask some black folks!” – well that sounds very nice but in some countries, you might not ‘run into’ black people (i.e. Warsaw – I was there last week). I have a friend/fellow expat living in Barcelona, who, after two years has yet to ‘run into’ any other black people…could be because of the circles she lives/works with – but quite simply, you just don’t see them walking down the street! What was one of the topics that came up during our brief meeting 3 weeks ago? Hair salons and cravings of food from back home!!! And Dubai – yeah, as if you run into Black people there!
As a Black American woman, I do not view this site or venture as offensive nor separatist – this is my opinion and I know others will have theirs. And I also understand that as an expat, my views and needs may be different than someone who’s on a vacation…but what I hope to share with those who do decide to take a peek at BA, is a way and manner in which ANYONE who is traveling abroad can find a unique and more personal way to partake of their surroundings.
This is just my two cents worth…
FF, it would seem that the right direction is to make Black Atlas a melting pot of historically significant cultural exposes. Arguably, AA will best serve themselves by fully underwriting this venture, either directly or through paid affiliation in the travel industry, e.g. AAA’s Via magazine, as opposed to crowd-sourced commentary. Moderation is necessary for the “Hater” constituent, as usual. Thus, AA might actually claim recognition for doing the public service.
Christopher,
American Airlines continues to say this is their first venture into this market, while ignoring their prior entry into this market in 2007. This venture can be a melting pot, if executed correctly, however at this time it appears more divisive than beneficial. Additionally the terms for entering content are not favourable to the users (I know no one reads the terms of service, but I have).
Happy Flying!
-Fish
PS: I briefly lived in Menlo Park, lovely town you’re in.
Is there some secret to registering on BlackAtlas.com? I’ve tried twice and nothing happens. I didn’t get an email and it still doesn’t allow me to sign-in.
My family has been trying to get me to join Facebook. They say everyone (family) goes on Facebook chats. I found no need to join. I was listening to DJ Herb Kent on Station 102.7 and I heard him say check-out Black Atlas dot com.,I was traveling with my fiance. Both have decide to check it out. I’m glad I did. Maybe I will convince my ‘family’ to move over to your website.
Renalta K Wallace