Cadillac, American Airlines partner to offer travel perks, test drives

Cadillac and American Airlines are teaming up to offer travel benefits to the airline's frequent fliers and encourage test drives of the luxury brand's lineup through a new marketing partnership.

The partnership unveiled today features aprogram that transports AAdvantage's invitation-only ConciergeKey members to their next flight in the seat of a Cadillac. In addition, all AAdvantage members, regardless of status, will eventually be able to earn miles for test-driving a Cadillac.

The program was launched last week at Los Angeles International Airport. Airport employees give ConciergeKey members a lift in a Cadillac CTS, SRX or Escalade, helping them make a tight flight connection.

American Airlines and Cadillac plan to launch the program over the next month at the Dallas/Fort Worth International Airport and New York's LaGuardia Airport and John F. Kennedy International Airport after receiving local approvals, the statement said.

'Traveling in style is a shared interest of premium customers the world over,' Uwe Ellinghaus, Cadillac chief marketing officer, said in the statement. 'Partnering with American Airlines, the world's largest airline, allows us to engage customers and deliver valuable benefits in meaningful ways.'

Cadillac aims to increase consideration for the brand's revamped sedan lineup, notably among consumers that currently own European or Japanese models.

The deal comes as Cadillac's U.S. sales have skidded 4 percent this year in an overall market that has expanded 6 percent. The luxury market has risen 8 percent.

The agreement also comes with benefits for American Airlines' AAdvantage members. Later this month select members will be able to rack up AAdvantage miles when they test drive a Cadillac at a nearby participating dealership. After the initial phase, any AAdvantage member will be able to take part.

Participants can redeem their miles for ticket purchases or upgrades, or they can apply their miles to vacation packages, car rentals, hotels and retail purchases, the statement said.

Cadillac and American Airlines' agreement has no specified financial terms, a Cadillac spokesman said. But Cadillac has committed to paying a portion of the AAdvantage miles earned by taking a test drive.

'This is just the beginning of the opportunities we see with our partnership with Cadillac, and we are thrilled to be able to offer these benefits to our customers,' said Suzanne Rubin, AAdvantage Loyalty Program president, in the statement.

The affiliation will expand to offer more rewards and opportunities.

As part of the deal, Cadillac models have been on display at American Airlines' hub airports in Dallas/Fort Worth, Miami and Chicago. American Airlines and Cadillac will assess traveler engagement with the displays and decide whether to switch out the cars or expand to other airports.

You can reach Hannah Lutz at hlutz@crain.com.