As one of the Community Council’s first actions, it recommended creative agency Walton Isaacson to help the airline improve its image among Black passengers. American itself admitted the brand had previously “underindexed” Black customers and hadn’t done much to feature them or its Black employees in ads.
Having previously worked with Lexus, McDonald’s and Bristol Myers Squibb, Walton Isaacson became the airline’s multicultural agency of record in 2021. Last year, it was elevated to the company’s creative agency of record.
“We have an opportunity to represent diverse consumers who often don’t find themselves reflected in advertising and create positive travel experiences, even before travelers step onto the plane, and that inspires us,” said Aaron Walton, co-founder and CEO of Walton Isaacson.
While Walton Isaacson showed the boundless potential of Black travelers in its “Let There Be No Limits” campaign for American last year, the airline is still working to ensure customers see themselves in their flying experience. American has partnered with Black chefs and sommeliers in its lounges and in-flight dining, and teamed with Essence and Blavity for its in-flight entertainment.
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