iPilot

iPilot

Carefully crafted media strategy to drive coverage, increase awareness and brand recognition

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The Case

The iPilot Flight Simulator was a new concept in the region. They needed to convince the media and target audience to experience the simulator and in the process position the concept as an experience and not a video game.

iPilot wanted to increase media coverage and exposure in a bid to increase awareness and visibility in the region.

Objectives

Objectives

Create media awareness

Maximize visibility

Enhance Media Relations

Build a positive image and brand recognition

Challenges

Challenges
  • Fresh concept in the region

  • Need to convince media to come and experience the flight simulator

  • To differentiate the concept from video games amongst target media

  • No prior media coverage or exposure therefore no brand recognition

Research

Since the flight simulator was a new concept, the communications task was to position it as an experience and not just another video game.

Strategy

Strategy

Matrix needed to create media awareness about iPilot’s new concept, maximize its visibility, and build a positive image that would lead to brand recognition.

Our messaging sought to increase awareness about iPilot among the media and target audience. These interactions would then be used to maintain an ongoing dialogue with the media regarding the innovative concept and the one-of-a-kind experience iPilot offered.

The agency worked closely with the creator of the concept and put together a three-month strategy for the launch of the concept.

A carefully planned timeline of media relations activities was created to drive coverage of the concept.

These included arranging exclusive access for the media prior to the launch.

  • Organize access for media to try the new concept

  • Media Interviews with key media

  • Interactive activities to create buzz

Execution

Execution

Media Reviews

  • Arranged exclusive access for the media prior to the launch. The editors enjoyed the experience and were thrilled about this one-of-a-kind novel concept

Media Interviews

  • Arranged and coordinated media interviews with the founder and flight instructor

Competitions

  • Coordinated competitions in key publications to create a buzz about the concept

Results

Results

The agency’s PR campaign managed to create a buzz around the new flight simulation concept; thereby generating significant curiosity and interest amongst audiences.

Unique Experience

Provided media with an opportunity to experience what it feels like to fly a Boeing 737

Visibility

Enhanced brand presence in the region

Media Reviews

Media visits resulted in positive reviews across key publications

Coverage

Impressive coverage across key publications within the region

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