Three months after it pulled the plug on its website targeting African-American travelers, American Airlines has re-launched a new version of the popular BlackAtlas that the airline hopes will be more focused on communicating all things African-American, rather than based only on travel interests of black consumers.
"BlackAtlas was created as a platform to come together and share information from the unique perspectives of the African-American business and affluent traveler in a meaningful and relevant way," notes the new site.
American calls the new website "an example of the airline's ongoing focus to actively engage its diverse customers," noting that "customers will learn about American's commitment to support different communities in which the company does business, whether it's through unique products and services or extensive partnerships with key national African-American advocacy organizations."
Videos from the old BlackAtlas page featuring actor Laz Alonzo on location are still posted on the new site, but the new site now includes sections such as "In Our Community," "Upcoming Events" and "Cultural Destinations."
Under the new "Inspired Service" section is "Taste The Best of Africa," in which some flights offer "to bring you the ethnic, cultural and seasonal differences of wineries from around the world," including the House of Mandela Thembu Collection by Heritage Link Brands - the largest importer of Black-produced wine from Africa to North America.
What the new site does not include is Facebook or other social media links.
"The site's content will continue to evolve. Currently, we are working on expanding the site's list of upcoming events and cultural destinations and will feature promotions and sweepstakes on BlackAtlas throughout the year," said Rob Friedman, American's Vice President - Marketing.
The airline does make a point of its extensive partnerships with key national African-American advocacy organizations, such as the United Negro College Fund and the 2013 National Urban League Conference.