Project Title: Silver Spoon Desserts: Celebrating Supplier Diversity at American Airlines

Objective: To highlight American Airlines’ commitment to supporting small businesses through the inspiring story of Tamara Turner, a single mother who turned her passion for baking into a successful business, Silver Spoon Desserts. The storytelling effort showcased the impact of American’s supplier diversity program and the partnerships it builds with small businesses like hers.

My Role:

• Story Development: Shaped the narrative to emphasize Tamara’s journey and her business’s relationship with American Airlines.

• Production Oversight: Managed the storytelling process from ideation to final delivery, ensuring the story was compelling and aligned with American Airlines’ values.

• Media Coordination: Strategically positioned the story to gain national coverage, amplifying its impact and showcasing American Airlines’ supplier diversity efforts.

Challenges:

• Authenticity: Ensured the storytelling authentically represented Tamara’s journey and the importance of supplier diversity.

• Wide Appeal: Positioned the narrative to resonate with diverse audiences, from internal team members to national media outlets.

Outcome:

• National Recognition: The story received significant national coverage, reinforcing American Airlines’ dedication to fostering supplier diversity and supporting small businesses.

• Brand Alignment: Highlighted American Airlines’ values and its role in empowering entrepreneurs like Tamara.

• Inspiration: Delivered a compelling narrative that inspired both internal and external audiences, celebrating resilience, entrepreneurship, and partnership.