Carefully crafted media strategy to drive coverage, increase awareness and brand recognition
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.
Create media awareness
Enhance Media Relations
Build a positive image and brand recognition
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
Since the flight simulator was a new concept, the communications task was to position it as an experience and not just another video game.
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
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
Arranged and coordinated media interviews with the founder and flight instructor
Coordinated competitions in key publications to create a buzz about the concept
The agency’s PR campaign managed to create a buzz around the new flight simulation concept; thereby generating significant curiosity and interest amongst audiences.
Provided media with an opportunity to experience what it feels like to fly a Boeing 737
Enhanced brand presence in the region
Media visits resulted in positive reviews across key publications
Impressive coverage across key publications within the region
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A complex brief with challenges galore but Matrix PR managed to turn this into a fantastic event and garnered an estimated 13 million impressions with over 120 clippings for the client.