RESULTS
London Tonight’s news feature did not disappoint: nearly three minutes in length, it included spectacular on-board footage and interviews with AirSea Lines personnel. Nationally, BBC News 24 also covered the story.
National newspaper coverage for AirSea Lines has included photo-stories in The Times, Sunday Telegraph and Sunday Express, while travel trade impact was created by seven different articles across a range of publications.
Regional TV stations, alerted by the possibility of AirSea Lines flights to London from their regions, have also been a major source of exposure - BBC Wales and Border Television are notable examples. In total more than 20 items of coverage have been generated by this highly-successful PR project co-ordinated by The Saltmarsh Partnership.
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STRATEGY & PLAN
Using our extensive range of consumer and trade media contacts, The Saltmarsh Partnership ensured that AirSea Lines did not land in the UK market without making a real splash!
Our strategy was to make full use of the visual impact and historic significance of the arrival of AirSea Lines’ DHC-6 Twin Otter aircraft on the Thames; a seaplane had not landed on the river since the Second World War.
We commissioned two photographers and a film crew to document the historic landing, while also alerting all national and London news desks of the event. To supplement a strong attendance by photographers we issued our own photo-story following the landing.
We also arranged a high-profile event on the Sunborn Yacht Hotel – a permanently moored ship located at the eastern entrance of Excel in London’s Docklands – to allow media and key industry partners to watch a demonstration flight by the seaplane. Follow-up interviews were arranged with a wide variety of trade and consumer journalists.
Our No.1 target, ITV’s London Tonight flagship news programme, went one better, with its reporter and camera crew actually taking a flight on the plane!
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| Client: |
AirSea Lines |
| Campaign: |
Manage the launch of AirSea Lines, Europe's largest and only commercial
seaplane operation, into the UK. |
| Timescale: |
November 2006 |
| Budget: |
Project basis |
OVERVIEW
AirSea Lines is Europe’s largest and only commercial seaplane operation, providing established and successful services around Greece’s Ionian Islands using two 19-seater Twin Otter aircraft.
AirSea Lines’ future expansion plans include operation in the UK and as an introduction to the market, in November 2006 the company brought one of its aircraft into London, landing on the River Thames and mooring beside the Excel exhibition centre during the annual World Travel Market trade show.
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