Chicago Public Relations Agency Paramount Public Relations Client Case Study
THE CLIENT:
The GEICO Skytypers Air Show Team is a six-plane squadron of vintage WWII aircraft that performs at 15 U.S. air shows annually.
THE ASK:
The GEICO Skytypers Air Show Team wanted to generate national and local media coverage to increase brand awareness and reach their target audiences – consumers and potential and existing GEICO customers.
THE CAMPAIGN:
To achieve the program objectives, Paramount Public Relations executed a national and 15 market local media relations campaign.
The PR team leveraged its media relationships and invited top-tier press outlets for an exclusive media ride with the WWII airplane squadron to experience a unique formation flight. The results included photo and article coverage – often front-page – and numerous television segments. To further increase the exposure, the team leveraged GoPro cameras to capture in-flight video footage with strong visual brand coverage to accompany the reporter’s story or TV segment.
When broadcast TV reporters were unable to conduct a media ride, we coordinated LIVE and taped television segments from the airshow to broaden the consumer reach. To ensure the key brand messages were delivered, we crafted key messaging and media trained the client spokesperson(s) to communicate the messages during all press interviews.
In addition to media coverage and to increase target audience reach and reinforce the brand, Paramount Public Relations coordinated autograph signings with the team’s pilots for interaction with consumers and fans.
THE RESULTS:
The campaign resulted in more than 1 billion impressions. National media coverage included FOX News Channel, ABC News, among others and ABC, CBS, NBC and FOX TV affiliates in media markets such as New York, Philadelphia, Washington D.C./Baltimore, Cleveland, Miami, Tampa, Orlando and more. Additional coverage included the top local market daily newspapers/online sites such as the Cleveland Plain Dealer, The Virginian Pilot, Orlando Sentinel, Newsday, among others.
In the 15 markets the GEICO Skytypers performed in, the team earned more than 50% of the share of voice among media when compared to the U.S. Navy Blue Angels and U.S.A.F. Thunderbirds performance teams.
ABOUT THE GEICO SKYTYPERS:
The GEICO Skytypers Air Show Team, the leading vintage airshow performance squadron, fly six WWII SNJ aircraft, the North American SNJ built for the Navy, the Air Forces T-6 variant. Both trainer aircraft were used to prepare pilots of “The Greatest Generation” for WWII combat. The team performs a low-level, precision-flying demonstration featuring tactics and maneuvers designed by team members who served in the United States military. In addition to their air show performances, the team “skytype” giant messages in the sky. Five aircraft fly in a line-abreast formation to produce 1,000-foot tall messages that can be seen for 15 miles in any direction. For more information, please visit www.geicoskytypers.com.
ABOUT PARAMOUNT PUBLIC RELATIONS:
Founded in 2003, Paramount Public Relations is a full-service public relations and marketing agency in Chicago that offers big-agency expertise with a boutique, entrepreneurial mindset. With every campaign, the firm makes it their goal to solve communications challenges, build brand identity and create visibility in the competitive media marketplace. The agency’s programs aggressively and creatively push client’s position to key audiences—consumers, employees, industry peers, analysts and, of course, national and local media—and they demonstrate a profound understanding of how to work with these audiences and gatekeepers. Above all, Paramount Public Relations works hard and measure their performance by the results. For more information, please visit www.paramountpr.com, call 312-544-4190 or email info@paramountpr.com.
