Ryan Campbell approached Sports Communication Australia with the opportunity to manage media for his Teen World Flight attempt. At the age of 19, Ryan was attempting to become the youngest pilot to fly solo around the world in a single engine aircraft. Our job was to put together and implement a media management plan for the Teen World Flight – a 70-day, 15 country, 35 stop and 45,000km flight. This case study outlines the media management procedures we followed to ensure our client's goals were met. The who, what, how and why is all here to show how Sports Communication Australia can look after the media management of your project, event or brand.

1. Case Study
Teen World Flight

2. WHO: Ryan Campbell
WHAT: Media Management for Ryan
Campbell’s Teen World Flight attempt
WHEN: April 2013 – September 2013

3. WHO HIRED US?
Ryan Campbell approached Sports
Communication Australia with the
opportunity to manage media for his Teen
World Flight attempt. At the age of 19, Ryan
was attempting to become the youngest pilot
to fly solo around the world in a single engine
aircraft.

4. Ryan Andrew Campbell
DOB: 13/01/1994
Hometown: Merimbula, NSW

5. WHAT WAS THE BRIEF?
Our job was to put together and
implement a media management
plan for the Teen World Flight – a
70-day, 15 country, 35 stop and
45,000km flight.

6. WHAT WAS THE BRIEF?
We needed to engage media – via traditional and social
platforms - both domestically and internationally, to draw
attention to what the Teen World Flight involved, who Ryan
Campbell was, why he was attempting the flight and how he
was going to do it – before, during and after the flight.
This included daily social media communications across a
number of platforms, media opportunities at most stops
along the route and managing media at the Official
Homecoming landing.

7. WHAT WAS THE BRIEF?
We developed a crisis management plan that was
shared with crucial members of his team and
family so that any situation could be managed in
the most professional manner.
We were also briefed to form strategic media
partnerships that could bring both financial and
value in kind support to the project.

9. HOW WE DID IT?
First of all we had to listen and get to know Ryan and
understand who he was, why he was taking on such a feat
and what his capabilities were to deliver his message.
Once that was established we pitched opportunities and
negotiated contracts with the likes of 60 Minutes (Channel
9, Australia) and Australian Geographic, formed
partnerships with radio stations and newspapers, as well as
aviation focussed media outlets.

10. HOW WE DID IT?
We then set about creating a traditional and social media
plan that included regular media opportunities
before, during and after the flight, engaging both Australian
media and media in the countries Ryan was visiting along
journey.
We kept in daily contact with Ryan to understand and adjust
to the always changing availability and access to him whilst
he was completing the flight, taking into account time
zones, language barriers, fatigue and communication
platforms.

11. Ryan during one of his many interviews with Charles Wooley for 60 Minutes

12. Aviation Australia Magazine

13. THE RESULT
The media management plan Sports
Communication Australia implemented and
executed led to countless national and regional
television, newspaper and radio stories and
interviews domestically and throughout the
world. There were also magazine and online
stories across aviation, news and adventure.

14. THE RESULT
The feature story we negotiated and managed with 60
Minutes was seen by more than 1.5 million people, the Teen
World Flight website had more than 140,000 page views and
the Facebook page was regularly achieving a total reach of
over 10,000 people a day.
Ryan’s amazing achievement and the media management
plan that accompanied his journey have led to Ryan gaining a
profile that is providing ongoing revenue streams via
appearances, key note speeches and publishing pathways.

15. 60 Minutes
http://sixtyminutes.ninemsn.com.au/article.aspx?id=8719137

16. THE RESULT
• New world record – Sydney Morning Herald
• Ryan talks to 2GB’s Alan Jones
• Teen pilot aims for round the world record - CBC News Canada
• Teenager heads for Kent – BBC News - UK

17. Social Media

18. For more information about this Case
Study or to contact Sports
Communication Australia, email
dave@sportscomm.com.au or call +61
403 777 026.