Position Association as a Thought Leader/Expert with Mainstream Media

Airline Passenger Experience Association

Challenge

While well known throughout the airline and aviation industry, the Airline Passenger Experience Association (APEX) wanted to expand their footprint and leverage their new CEO to help promote APEX as a resource and industry thought-leader for mainstream media outlets regarding the passenger experience.

Solution

We leveraged the results from the association’s second annual consumer Passenger Insight Survey were leveraged for mainstream media pitches. (Created in collaboration with LRA by Deloitte, 3,400 global passengers provided feedback for the survey.) In order to attract the attention from mainstream outlets we needed a compelling and attention-grabbing headline.  After reviewing the results we made the headline of the release – Study: North Americans are the World’s Heaviest fliers. The rest of the release included key survey insights around more substantial industry topics such as inflight comfort, connectivity, entertainment and more.

Results
  • APEX received mainstream media coverage from multiple outlets, including: USA Today, CNBC.com, NYTimes.com, Yahoo! News, the Atlanta Journal Constitution.
  • The success of this pitch introduced APEX and its CEO to many of these reporters and opened the door for future stories.