Logs 33,000 Pilot Prospects, 1,000th Story In Consumer Media

The Be A Pilot program registered nearly 33,000 prospective new pilots in 2004 for a $49 introductory flying lesson at one of 2,114 flight schools.

"We will soon register our quarter-millionth pilot prospect," noted BE A PILOT chairman Jack Olcott (below). "This program delivers results for the aviation community."

The industry-sponsored market expansion program also generated positive newspaper, magazine and broadcast coverage for General Aviation and learning to fly in its 1,000th media outlet since 2001. The program flew its 400th reporter on a first flying lesson last year.

Be A Pilot's 2004 TV advertising brought in more than 23,600 prospects, 1,000+ more
than 2003, and did so more cost-effectively than in any recent year. The program bought nearly $1,000,000 in advertising on national cable TV networks, reaching 70 million viewers.

TV spots with person-to-person testimonials won more viewer response for the advertising dollar in 2004. Their cost per TV-generated pilot prospect fell 7.8%, reversing multi-year escalation in advertising costs.

Media Exposure Rolls On

Be A Pilot's rejuvenated program for positive media coverage has now earned exposure in 1,000 consumer media outlets in less than four years.

Last year, 341 outlets published or broadcast a Be A Pilot story or item to an audience of
78.9 million. Of this, national print and broadcast coverage reached 37.6 million through magazines like GQ, nationally syndicated newspapers like The Los Angeles Times, and TV outlets such as the WB Network.

Coverage in 65 local daily newspapers reached 6.3 million. Forty-five local radio and TV outlets reached another 15.1 million. Be A Pilot was also featured in 19 regional, metro and lifestyle magazines.

Be A Pilot again delivered the business aviation story to business magazines and newspaper business sections - some 34 in 2004, reaching nearly five million readers.

Seasonal promotions garnered 105 stories connecting with 7.2 million consumers about Valentine's Day, Father's Day, June Learn-to-Fly Month, fall foliage season and Christmas holiday opportunities to "Give the Gift of Flight" through Be A Pilot.

Be A Pilot's air show co-promotions won media stories in 62 communities the week prior to a major air show. Other Be A Pilot-generated stories "saw ink" in college and Web-based publications.

The ad-equivalent value of this exposure in 2004 alone was $5.5 million.

Since 2001, the consumer media space and broadcast time generated by Be A Pilot - if purchased as paid advertising - was worth $17.4 million.

Be A Pilot was made possible in 2004 by more than 45 industry companies and organizations who underwrite its $1.6 million-a-year cost. These sponsors are investing in General Aviation's future by helping generate new customers for the industry.

FMI: www.beapilot.com