Client: JMC Airlines, part of Thomas Cook AG
PR Team: In-house and JGPR
Campaign: JMC Airlines' 'Care in the Air' health programme
Budget: Approx £40,000
Amid recent scares about deep venous thrombosis, JMC Airlines was
concerned that DVT, or clotting of the blood in the leg, had been
incorrectly labelled 'economy class syndrome' in the press. The chance
of contracting DVT is extremely low, and no scientific evidence has been
presented to directly link DVT with air travel any more than long coach,
train or car journeys.
Passenger health during air travel became a very important issue facing
the aviation industry. JMC Airlines agreed to take a leading role in
building brand awareness at national and regional level.
To develop a customer-care programme within the UK and Europe and to use
the platform to gain media coverage.
Strategy and Plan
JMC and JGPR identified opportunities for JMC to take a leading role in
the issue. Experts in their fields, including Mr Motivator (ex-GMTV
presenter Derrick Evans,) and Dr John H Scurr, consultant vascular
surgeon at Middlesex Hospital, were used.
Launch releases and photos with Mr Motivator filming his 'new' exercise
programme for use onboard all JMC's aircraft were issued to media who
had covered DVT.
A 'Care in the Air' leaflet was mailed to 150,000 GPs and supporting
travel agents in the UK. Key spokespeople were made available to
broadcast and print media and trips for the press arranged to travel
with passengers and view the programme. A 'Care Line' was established
and launched together with a new 'health' section on JMCs website.
Leaflets covering the key facts to know before you travel are now issued
Measurement and Evaluation
Within 24 hours, almost every national and regional print media covered
the story. Sky, BBC News 24, BBC Watchdog Health Check, BBC Panorama,
and CNN all presented updated reports on JMC's healthcare programme.
JMC was able to latch onto the media frenzy surrounding DTC, on the back
of expert opinion and advice tied to a strong customer care initiative.