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.