Flybe and markettiers4dc devised a strategy to deliver a cluster of national and regional broadcast-led opportunities across four dates in seven weeks:
Each of these announcements was a positive indicator in its own right. Together, and quickly following each other, they could convey to consumers, employees and The City alike the strong feeling that Flybe was now very much on the up.
Across the four phases of the campaign, over 200 items of broadcast coverage were delivered but more importantly the tone of that coverage was crucial to achieving Flybe’s goals. Flybe consumer research identified a significant increase in brand awareness immediately after the campaign and this in turn created a very positive outlook on bookings for the new London City routes in particular.
Stand-out coverage across the campaign included BBC1 Breakfast, CNBC, Reuters, Radio 4’s News Briefing, BBC Scotland, bbc.co.uk, New York Times, USA Today, AOL, Yahoo, Huffington Post, ITV London, STV, BBC News Channel, Sky News, BBC Radio 4’s Today programme, Radio 2 Drivetime, LBC, Good Morning Scotland, Mail Online, Bloomberg.net, Express, Scotsman, BBC South West, BBC Northern Ireland, ITV West Country, ITV Ulster, BBC The Herald, Belfast Telegraph, Express & Echo, BBC Midlands Today, ITV Central and ITV Meridian.
Andrew McConnell, Flybe’s Director of Communications, said: “I had only been in the company for a couple of weeks and faced with an imminent major announcement I realised I needed to bring in specialist Broadcast PR support. I turned to markettiers4dc who not only delivered outstanding high quality broadcast coverage in all of our target areas but also hugely increased the exposure Flybe had previously received on TV, radio and online. This in turn led to significant increase in awareness of the Flybe brand in our target consumer areas.”
Watch the coverage showreel below: