Airbus

Irvine Partners was tasked with maximizing media impact for Airbus at the AviaDev conference in Windhoek, Namibia (June 2024). The key objective was to amplify Airbus' presence and generate excitement for their new industry report on unserved routes in Africa.

Strategic Approach:

  1. Targeted media outreach: Irvine Partners went beyond just securing attendance. We identified key local and pan-African media outlets (NBC, Bloomberg, AeroTime, NewsAero, New Era, and the Namibian Economist) that aligned with Airbus' target audience and the report's theme. This ensured the message reached the most relevant decision-makers and industry influencers.
  2. Content at the core: A press release wasn't enough. Irvine Partners created compelling content highlighting the report's key findings and its potential impact on African aviation. This newsworthy content would resonate with journalists and increase Airbus' thought leadership position.
  3. Social media synergy: The social media posts weren't just announcements. Irvine Partners developed engaging content that piqued audience interest and drove them towards the media briefing and the full report.
  4. Executive visibility: Pre-arranged media interviews with Joep Ellers (Airbus) were a strategic move. By securing interviews with a high-level spokesperson, Irvine Partners ensured Airbus' message came directly from a trusted source and garnered greater credibility.

Results:

The strategic approach resulted in: Extensive media coverage: Articles in major publications across key African nations (Kenya, Nigeria, South Africa, Namibia, Uganda, Cameroon, and Ghana).

  1. Top-Tier Placements: Inclusion in prestigious outlets like The Vanguard (Nigeria), The Standard (Kenya), The Namibian, and Simple Flying (South Africa) showcased Airbus' industry leadership.
  2. Significant Audience Reach: Over 70 million people – a powerful testament to the campaign's success.

Irvine Partners' strategic media relations campaign not only secured media attention but also positioned Airbus as a frontrunner in the African aerospace industry. The targeted outreach, compelling content, and executive visibility ensured Airbus' message resonated with a vast pan-African audience.

  • Area

  • Aerospace

  • Year

  • 2024

  • Deliverables

  • Communications strategy, content creation, publicity and media management, reputation and risk management
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