American Airlines signs for “Gourmet's Adventures with Ruth”


American Airlines is embarking on another advertising program to appeal to consumers’ dual passions for travel and food. The airline launches its latest partnership with the 10/17 premiere of the new public television series “Gourmet’s Adventures with Ruth.”

The new series stars Ruth Reichl, best-selling author and food critic, as she visits cooking schools around the world with celebrity friends, chefs and editors to experience local cultures, food and traditions. American is the sole corporate funder of “Gourmet’s Adventures with Ruth.” The show, produced by WGBH Boston, premieres in New York on Oct. 17 and the 10 half-hour episodes will roll out in other markets throughout the fall.

American’s partnership with WGBH and Gourmet publisher Conde Nast takes a multi-faceted approach to reach people with a passion for food and travel, including 30-second brand spots at the opening and close of each episode; high-impact feature-style ad pages in the October issue of Gourmet magazine; and features on the show’s website, (

In addition, WGBH will produce 10 VODcasts that will reside on the series Web site and on Gourmet’s TiVo channel. One of American’s 30-second brand spots will be featured at the beginning of each VODcast. TM Advertising, the airline’s AOR, worked with American Airlines, WGBH and Gourmet to develop the program.