A4E Airlines for Europe – Setting up a Historical Moment for the Aviation Sector

Campaign Objectives

• Inform on the creation of A4E, an association of biggest airlines in Europe: Ryanair, Air France/KLM, EasyJet, British Airways and Lufthansa
• Increase awareness on Ryanair on the Belgian market though the implementation of a communications strategy tailored to target groups and objectives
• Focus on image (re)building among travel trade and consumers by explaining the low cost system
• Inform on Ryanair destinations in Europe and work in collaboration with local tourism offices
• Promote new destinations
• Work closely with the Airport of Brussels South Charleroi

Implementation

• Organizing a joint press conference in Brussels including invitation and registration management, preparation of press kits in local languages and in English with all CEO’s, targeting key local and international travel trade and consumer media
• Organizing all airlines CEO’s venue in Brussels and private meetings to prepare the press conference
• Setting up a webinar to assist the conference from foreign countries.
• Providing a video summary to all media that could assist the conference live or the webinar.
• Proactively pitching stories to key media outlets
• Writing and distributing press releases (new destinations, new routes, new airports, etc.)
• Organizing press trips to promote new destinations Preparing and disseminating at least ten press releases a ear, including special releases pre- and post- events
• Organizing press conferences (1/quarter) including invitation and registration management, preparation of press kits in local languages, moderating the conference and follow up and regarding publication of the news
• Arranging for media interviews and coverage

Results

• International and local media attendance with more than 150 reporters
• Online attendance with more than 600 registrations
• Massive presence in all target media in Belgium and across Europe, announcing the creation of A4E, its claiming and its message