Spreading The Word

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.

"For those who bemoan that General Aviation only 'preaches to the choir' or that the media only covers us for 'bad' news, this success should encourage everyone trying to bring new people into aviation and rebuild the base of the business," said BE A PILOT president/CEO Drew Steketee (below, right).

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

Experience Counts

Renown for its eleven-year success with the "Go RV'ing" campaign, the agency previously boosted the fortunes of the once-troubled recreation vehicle industry. Like General Aviation, RVs suffered from economic, image and demographic woes. Today, RVs are seen as an attractive and appropriate lifestyle choice for a wide range of age groups and income levels.

Since April, 2001, stories about learning to fly have appeared in newspapers, magazines, radio, TV and related Web sites with audited circulations/audiences of nearly 150 million. Total readership/viewership is estimated at 282 million consumers.

In 2002 alone, some 242 documented stories reached a circulation/audience of 69 million and a readership/viewership of 211 million. Actual coverage was higher, but untracked.

Coverage included a full page in 2.1 million copies of December 23 TIME magazine, one of many stories generated by 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 professionals, 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." Scores of reporters took a BE A PILOT introductory flight lesson when covering the learn-to-fly story.

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

Six seasonal promotions 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.

Lending A Hand To Flight Schools

BE A PILOT also furnishes "template" press releases to its 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.

FMI: www.beapilot.com/indexfl.html