BRITISH AIRWAYS' LAUNCH OF DAILY BOEING 777 ATLANTA SERVICE
British Airways (BA) had been a very small player in the Atlanta market. Civic and media attention went to Delta Air Lines.
BA would be first with the Boeing 777 product, with Delta following a few months later.
BA had a very small budget and was not well-known. EvClay needed to generate positive news coverage and create excitement in the international business community to consider using BA for global travel.
Planned a multiphase activity schedule to maximize awareness in the business community. Planned and handled logistics for an elaborate dinner event for Gold Card Business and First Class travelers the night before the 777 launch at a unique venue where BA provided the food, wine, china and crystal, and had its executive chef flown in from London to supervise the dinner.
A radio promotion entitled “Couples in the Clouds” was also held with the winners selected to travel on Valentine’s Day. BA received two promotional opportunities, one with the contest and one the day of travel.
EvClay secured extensive television coverage on Atlanta’s ABC and NBC affiliate stations, including a live news shot from Hartsfield International by NBC. CNN (International) also did a story on the in-flight meals. The firm also coordinated radio coverage, which included WZGC and WGST, as well as print stories in the Atlanta Business Chronicle, two placements in the Atlanta Journal-Constitution, including a front-page business story and coverage in The Ticket (Newsletter).
"DO THE RIGHT THING" MODEL PROGRAM, MIAMI, FL
PUBLIC/PRIVATE PARTNERSHIP WITH THE CITY OF MIAMI POLICE DEPARTMENT AND BRITISH AIRWAYS
Provide media support and identify sponsorship opportunities for the City of Miami Police Department's "Do The Right Thing" program, an initiative to encourage youths to "do the right thing."
Foster a positive image for the City of Miami and its local police department locally, nationally, and internationally.
Promote British Airways as a good corporate citizen.
Support the expansion of the program nationally and internationally.
Secured and coordinated British Airways' involvement with the program to include the annual sponsorship of the "Do The Right Thing" poster contest and to provide trips to London for the monthly winners.
Drafted press materials and contacted media to promote the program and British Airways' involvement.
Coordinated an annual press event at the City of Miami Police Department to announce the poster contest winners.
Contacted British Airways' representatives and law enforcement nationally and internationally to support the expansion of the program.
Secured extensive positive media coverage locally, nationally, and internationally for the "Do The Right Thing" Program, City of Miami Police Department, and British Airways.
Successfully expanded the program nationally to 24 cities, and internationally to London, England.
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