Spreading The Word
Just 20 months into its new program encouraging
coverage about learning to fly in the consumer (non-aviation)
media, the BE A PILOT program has generated stories in some 300
media outlets with a total estimated audience of over 200 million
consumers.
"For those who bemoan that General Aviation only 'preaches to
the choir' or that the media only covers us for 'bad' news, this
success should encourage everyone trying to bring new people into
aviation and rebuild the base of the business," said BE A PILOT
president/CEO Drew Steketee (below, right).
This positive media coverage results from the efforts of
Barton Gilanelli and Associates of Philadelphia,
the marketing communications agency hired in early 2001 for an
aggressive consumer media effort.
Experience Counts
Renown for its eleven-year success with the "Go RV'ing"
campaign, the agency previously boosted the fortunes of the
once-troubled recreation vehicle industry. Like General Aviation,
RVs suffered from economic, image and demographic woes. Today, RVs
are seen as an attractive and appropriate lifestyle choice for a
wide range of age groups and income levels.
Since April, 2001, stories about learning to fly have appeared
in newspapers, magazines, radio, TV and related Web sites with
audited circulations/audiences of nearly 150 million. Total
readership/viewership is estimated at 282 million consumers.
In
2002 alone, some 242 documented stories reached a
circulation/audience of 69 million and a readership/viewership of
211 million. Actual coverage was higher, but untracked.
Coverage included a full page in 2.1 million copies of December
23 TIME magazine, one of many stories generated by the renewed
potential of flying for business travel in the post-9/11
environment. Some 30 such stories ran in local and regional
business publications or sections.
Other 2002 highlights included a story in 37 million copies of
Parade, the newspaper Sunday supplement, plus national magazines
such as Upscale, Darwin, Entrepreneur and Inc. A special effort,
targeted at professionals, netted a number of trade magazines for
lawyers and sales/marketing professionals.
Among standout coverage was an edition of the auto club's AAA
World, whose reporter wrote, "By the fifth lesson, it's like
driving a car." Scores of reporters took a BE A PILOT introductory
flight lesson when covering the learn-to-fly story.
Another
promotion generated print and broadcast coverage in conjunction
with major air shows in 47 media markets. Activity-centered media
results included broadcasts on "Midwest Outdoors" and "Open Road,"
the latter a nationally syndicated radio show for the booming
motorcycle hobby. Stories also ran in college or military base
newspapers.
Six seasonal promotions won coverage nationwide totaling 100
stories related to BE A PILOT's Valentine's Day, Father's Day, June
Learn-to-Fly Month, Fall Foliage and Christmas Stocking Stuffer
campaigns.
Lending A Hand To Flight Schools
BE A PILOT also furnishes "template" press releases to its
participating flight schools; they customize them, then generate
local stories specifically mentioning their school. Flight schools
nationwide report an influx of students after BE A PILOT media
coverage.