American Airlines - 21st Annual Elite News Martin Luther King Jr. Day
Client: American Airlines
Project: 21st Annual Elite News Martin Luther King Jr. Day Parade Case Study
Background
The Elite News Martin Luther King Jr. Day Parade is a celebration of the Dr. King legacy and unification of all Dallas/Ft. Worth communities to continue progress in revitalizing their neighborhoods.
Objectives
- To promote American Airlines participation in the MLK Day parade
- To display American Airlines’ commitment to the African American community as a return sponsor of the 21st Annual Elite News Martin Luther King Jr. Day Parade
- To provide event-goers with the American Airlines calendar highlighting successes of American Airlines African American employees
Target Audience
- All communities within the Dallas/Ft. Worth Metroplex
Strategy
- Solidify local media coverage of American Airlines’ sponsorship of the 21st Annual Elite News MLK Day Parade
Tactics
- Pitched local media about American Airlines’ participation in the MLK Day Parade
- Pitched American Airlines’ employees as resources for stories being developed about Mr. King’s legacy and the MLK Day Parade
- Distributed AA collateral to event-goers on the parade route
Implementation
- Provided media relations in obtaining interviews and media hits for American Airlines’ role in the MLK Day parade
- Coordinated volunteers and distribution of AA collateral materials
- Arranged for one of the grand marshals of the parade to be chief operations officer for American Airlines
Results
Generated more than 100,000, gross impressions with interviews on:
- FOX4 KDFW in-studio interview on “Insights” with Shaun Raab
- CBS11 KTVT in-studio interview on “Positively Texas” with Iola Johnson
- FOX4 KDFW live on-air phone-in on “Good Day”
