PUBLIC AND MEDIA RELATIONS

Challenge 01

Launch an unknown, previously “behind the scenes”
airline brand.

SOLUTIONS

  • Develop key consumer message points—time, convenience, comfort—and ensure key messages relevant to varied audiences and present in all supporting materials.
  • Train and equip executive management street teams to be spokespeople for same-day rollout across 24 cities in the Western and Southern United States.
  • Facilitate positive, pre-launch, national media coverage and exclusive, executive interviews.

BENEFITS

  • Garnered over 670 news placements communicating key messages in every story, “top story” in many outlets.
  • Earned over $7.7 million in advertising equivalency.
  • Received coverage communicating key message points in national publications, including The Wall Street Journal, USA Today and L.A. Times.

PROOF

Challenge 02

Direct goodwill efforts for ExpressJet’s support of North Carolina Girl Scouts charity luncheon, including providing chartered air travel for Robin Roberts, Good Morning America host.

SOLUTIONS

  • Create a complete package of Girl Scout-themed items to generate interest in the event and highlight ExpressJet’s participation.
  • Send an executive team to greet Ms. Roberts, and staff an all-female crew with previous involvement in Girl Scouts for Ms. Robert’s flight.
  • Coordinate with North Carolina Girl Scouts, airport and ExpressJet operations team to create opportunities to generate positive coverage in key markets.

BENEFITS

  • Highlighted by Ms. Roberts at luncheon with positive comments on flight crew.
  • Recognized in local media for providing North Carolina Girl Scouts an opportunity to earn an ExpressJet patch and tour aircraft.
  • Created photo opportunities for media to capture essence of the day – young girls meeting an accomplished woman with an amazing success story to share.

PROOF

Challenge 03

Create relevant and timely features to provide media with reference library for positive, consumer-focused travel stories.

SOLUTIONS

  • Coordinate with PR agency and newswire service to determine schedule and process for highlighting travel stories.
  • Develop relevant story ideas that provide smaller consumer markets lacking a travel editor an easy story to place.
  • Use as opportunity to create relationships with newspaper and internet publishing companies, travel blogs and online and print travel guides.

BENEFITS

  • Generated over $11 million in publicity value during the first six months of 2008.
  • Earned over 100% return on investment when comparing stories ad value with agency and newswire costs.
  • Provided several opportunities for Sales and Marketing team to easily highlight unique product offerings to travel agents and consumers.

PROOF