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Are There Black Folks There?
American Airlines
BlackAtlas
Through research, we learned that African-American travelers wanted to know if they will find others like them when they reach a far-flung destination.
Will we feel welcome? Are there any other people there who look like me? Will I be a curiosity, or welcomed with open arms?
“Are There Black Folks There?” was one of the first of a series of work that Burrell produced for BlackAtlas, the African-American interactive travel community for American Airlines. We used a strong, provocative headline to let our target know that BlackAtlas understands their mindset.
