We helped United put the first-of-its-kind Bombardier CRJ-550 center stage so stakeholders could experience how it would revolutionize regional air travel

Challenge

To quickly build interest and excitement by showcasing the key differentiators of the aircraft in a big way.

Committed to looking at every aspect of its business to keep passengers’ best interests at the heart of its service, United introduced the very first 50-seat, two-cabin regional jet – the CRJ-550. At a time when airlines are trimming legroom and reducing the inflight experience, this aircraft offered true first-class space for every passenger’s bag and unprecedented legroom. Bottom line: the CRJ-550 was designed to revolutionize the regional flying experience.

Solution

To roll out the red carpet for the CRJ-550, Mitchell worked with United to plan an extensive, cross-country PR tour that put the aircraft — and 11 regional markets where it operates — center stage.

Recognizing it had to get the word out before the busy holiday travel season, United needed an agile agency partner with a strong history of local market expertise. Mitchell was tapped to plan and support hyperlocal media strategy and outreach — and the tour was launched within two weeks of formulating the plan. Key stakeholders, including regional media in all 11 markets, boarded the plane to experience the features firsthand in a personal, private way.

Results

Because of our strong local media relationships and ability to plan and execute quickly, the CRJ-550 was the buzz of all 11 markets within a span of just five days. United executives were featured on live and taped broadcast segments as media gave local audiences a peek at the aircraft.

Nearly every local media outlet in all 11 markets covered the story

131

Earned media placements generated in just five days

144M

Impressions