Pilot Prospects Up 18% Through Mid-June
This year’s BE A
PILOT TV advertising campaign for new pilot prospects has already
yielded 42% more response compared to its first seven weeks in
2003. Including 8,191 from TV thus far, BE A PILOT has generated
13,658 pilot prospects this year through June 13, up 18% over
(adjusted) 2003 results -- not including the Father’s Day
promotion now in progress.
TV response reached record levels (1,550 and 1,700 TV leads per
week) in late May with debut of new 60-second commercials –
BE A PILOT’s first. The longer commercials return for a five
week run July 5. Thirty-second and 10-second spots air during June
and late August.
The 42% increase during traditionally "front-loaded" TV spending
required only 32% more ad dollars and 157 fewer commercial airings
than in early 2003 —testament to the power of BE A
PILOT’s new 60-second commercials. These results were up 17%
on just 15% greater spending compared to early 2002
This year’s TV spots can be seen on The Discovery Channel,
Discovery Wings, Discovery Science, the DIY (Do-It-Yourself)
Network and Tech TV. Nearly 2,000 commercials are scheduled to air
from late April to Labor Day, with more possible later.
Be A Pilot's program
for positive media attention has yielded 2004 coverage in 140
outlets thus far. Some 20 more are expected this week during a
"Give the Gift of Flight" Father’s Day promotion.
Since April 2001, more than 778 media outlets have done a BE A
PILOT-generated news or feature story. The program anticipates its
1,000th published or broadcast story early in 2005.
Visits to the BE A PILOT Web site are up 10% this year to
374,006 through June 13 as the site closes in on one million
visitors a year.
BE A PILOT generates nearly 35,000 prospects per year to help
rebuild the General Aviation pilot population.
By mid-2005, BE A PILOT expects to have registered a
quarter-million consumers for the free BE A PILOT Introductory
Flight Certificate. It entitles them to a $49 introductory flying
lesson at one of 2,114 participating flight schools.