Why "Preach to Choir," When Most Potential Pilots Aren't "In the Church?"

Just 20 months into its new program encouraging coverage about learning to fly in the consumer (non-aviation) media, the BE A PILOT program has generated stories in some 300 media outlets with a total estimated audience of over 200 million consumers.

The print media space and broadcast time devoted to stories on learning to fly since April, 2001 was worth $6.9 million, if purchased as paid advertising.

"Many bemoan that General Aviation only 'preaches to the choir' or that the media only cover us for 'bad' news. This success should encourage everyone hoping to bring new people into aviation and rebuild 'the base of the business,'" said BE A PILOT president/CEO Drew Steketee.

This positive media coverage results from the efforts of Barton Gilanelli and Associates of Philadelphia, the marketing communications agency hired by BE A PILOT in early 2001 for an aggressive consumer media effort.

Renowned for its fourteen-year success with the Recreation Vehicle Industry Association and its "Go RV'ing" campaign, agency efforts have boosted the RV industry's fortunes. Like General Aviation, RVs once suffered from economic, image and demographic woes. Today, RVs are seen as an attractive and appropriate lifestyle choice for many age and income groups.

Since April 2001, stories about learning to fly have appeared in newspapers, magazines, radio and TV shows, and related websites with audited circulations/audiences of nearly 150 million. Total readership/viewership is estimated at 282 million consumers. [We can add some hundreds of thousands of visits from ANN readers, too; but of course most of ANN's readers are already in that 'choir' --ed.]

In 2002 alone, some 242 documented stories reached a circulation audience of 69 million and an estimated total audience of 211 million. The actual story count was higher, but untracked.

Coverage included a full page in 2.1 million copies of December 23 TIME magazine, one of many stories noting the renewed potential of flying for business travel in the post-9/11 environment. Some 30 such stories ran in local and regional business publications or sections.

Other 2002 highlights included a story in 37 million copies of Parade, the newspaper Sunday supplement, plus national magazines such as Upscale, Darwin, Entrepreneur and Inc. A special effort, targeted at the professions, netted a number of trade magazines for lawyers and sales/marketing professionals.

Among standout coverage was an edition of the auto club's AAA World, whose reporter wrote, "By the fifth lesson, it's like driving a car." [Our debt to Ian Fleming fans, for the picture --ed.] Scores of reporters took a BE A PILOT introductory flight lesson as part of covering the learn-to-fly story.

Another promotion generated print and broadcast coverage just before major air shows in 47 media markets. Activity-centered media results also included broadcasts on "Midwest Outdoors" and "Open Road," the latter a syndicated radio show for the booming motorcycle hobby. Stories also ran in college or military base newspapers.

Five seasonal promotions in 2002 won coverage nationwide totaling 100 stories related to BE A PILOT's Valentine's Day, Father's Day, June Learn-to-Fly Month, Fall Foliage and Christmas Stocking Stuffer campaigns.

BE A PILOT also furnishes "template" press releases to its 1,944 participating flight schools. They customize them, then generate local stories specifically mentioning their school. Flight schools nationwide report an influx of students after BE A PILOT media coverage.

On February 3, Aviation Week and Space Technology announced it had awarded to BE A PILOT of one of its prestigious Aerospace Laurels for 2002. The editors honored the program for "leadership and innovative concepts" and "fresh approaches" that helped flight training recover during 2002 from the consumer uncertainty of the post-9/11 period.

BE A PILOT is made possible by the continuing financial support of leaders in aviation including funding from 44 aviation companies, organizations and publications in 2002.

FMI: www.beapilot.com