PR Support of Product Brand


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A good example on how joint work of Marketing and Corporate communications can achieve huge synergy to the benefit of product sales

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PR Support of Product Brand

  1. 1. Air travel is now affordable: PR support of “Crazy Friday” Sales Nomination #1 The most effective PR campaign
  2. 2. Project Author: Volodymyr Gaidash, PR director, AeroSvit Client: AeroSvit Background: On a macro level, the general economic crisis affected the crisis in the air transportation industry. Ukrainian airlines felt a sharp decline in passenger flows. Tourist and business flows went down and it became clear for the company that people now saved on air travel as it was not a first priority commodity. Ukrainians were still unaware that due to high competition, airlines actively drop prices and many destinations offer up to 4 times cheaper deals than in 2008. People still thought that air travel was unaffordable! SO AEROSVIT LAUNCHED CRAZY SALES ON FRIDAYS!
  3. 3. <ul><li>Task </li></ul><ul><li>Whereas the commercial task was to improve company revenues and aircraft loading by informing the market of Friday deals for passengers (return flight with all taxes included - 29 USD domestic, 99 USD medium range, 399 USD transcontinental, the PR task was to support Marketing Communication activity by helping raise awareness, achieving wide WOW effect and third-party endorsement. </li></ul>
  4. 4. <ul><li>Solution. Apart from Marketing Communication activities that made emphasis on great deals, AeroSvit decided to make use of its media and social potential. The following steps of achieving awareness and endorsement were conceived: </li></ul><ul><li>Convince traditional media of importance of Crazy Friday information to readers despite their advertisement restrictions. </li></ul><ul><li>Convince travel industry resources to share it with their visitors and clients. </li></ul><ul><li>Convince the society at large of the scope and benefits of the programme and initiate honest discussion at forums and feedback in blogs. </li></ul><ul><li>No specific budget was envisaged for this activity. </li></ul>
  5. 5. <ul><li>Solution </li></ul><ul><li>Specific objectives were – </li></ul><ul><li>1. appearance of extended Crazy Friday facts and figures in traditional media </li></ul><ul><li>2. appearance of this information on wide variety of travel and tourism resources. </li></ul><ul><li>3. appearance of real third party comments (by ethical means) on blogs and forums </li></ul>
  6. 6. <ul><ul><li>Steps </li></ul></ul><ul><ul><li>So Crazy Friday promotion developments were announced by 4 releases in March-July 2009: </li></ul></ul><ul><ul><li>“ AeroSvit to offer 300 000 tickets on Crazy prices in 2009”-19 March </li></ul></ul><ul><ul><li>“ Aerosvit to make Crazy Friday Sales weekly”- 19 M ay </li></ul></ul><ul><ul><li>“ AeroSvit to expand Crazy Fridays on its foreign markets”- 5 June </li></ul></ul><ul><ul><li>Aerosvit optimises its winter schedule – 22 July </li></ul></ul><ul><ul><li>The message was reinforced in management comments to business media and TV </li></ul></ul><ul><ul><li>Gradually the information presence moved from mainstream media to industry resources and social media. </li></ul></ul>
  7. 7. <ul><li>Results: </li></ul><ul><li>Media: Overall press clipping – 90 materials </li></ul><ul><li>Delo and Investgazeta mentioned tariffs and details of the Crazy Fridays </li></ul><ul><li>with 17 reprints in the business media </li></ul><ul><li>A number of media keep reprinting the announcements weekly </li></ul><ul><li>, </li></ul><ul><li>Финансовые известия, </li></ul><ul><li> </li></ul><ul><li>Авиапорт </li></ul><ul><li>Federal news </li></ul><ul><li>Web </li></ul><ul><li>Google search “ Аэросвит С razy Fridays” - 11,900 results </li></ul><ul><li>“ Yandex search “Aerosvit Crazy Fridays” –5,119 search results , including forums </li></ul><ul><li>Yandex search “Aэросвит сумасшедшая пятница” – 2,619 results </li></ul>
  8. 8. <ul><li>Industry resources’ results </li></ul><ul><li>68 tourism and travel resources reprinted the press releases </li></ul><ul><li>Social media results: </li></ul><ul><li>32 forum discussions, 384 posts – neutral-positive </li></ul><ul><li>30 blogs - predominantly positive </li></ul>
  9. 9. <ul><li>Some bloggers’ feedback </li></ul>
  10. 10. <ul><li>Additional benefits for Aerosvit from PR support of Crazy Fridays: </li></ul><ul><li>Increased by 1 5 % plane load factor in Summer 2009 compared to 2008. </li></ul><ul><li>It is expected that 190,000 new customers will be attracted by Crazy Fridays in 2009. </li></ul><ul><li>Website sales grew from 3 % до 7% in half a year . </li></ul><ul><li>Page views on Mondays 23 ,000, on Fridays 45 ,000 </li></ul><ul><li>Friday revenues 2-2,5 times higher than on any other day. </li></ul><ul><li>Positive signal to partners in the market and to travel agencies . </li></ul><ul><li>Queues in front of ticket offices for the first time in several years on Fridays. </li></ul><ul><li>Balanced comments on the company in blogosphere over half a year. </li></ul>
  11. 11. The above facts and figures testify that the aim of finding wide third party endorsement and getting a WOW effect has been achieved. All the objectives have been achieved and these PR activities have added to commercial results, raised organisational profile and helped achieve reputational benefits
  12. 12. Contacts: Volodymyr Gaidash PR Director, AeroSvit [email_address] Mobile: (067) 2199275