INTERNATIONAL: Keep America Flying PR push to launch

NEW YORK: Rubenstein Associates is launching a PR push to draft in

companies and government officials for the Keep America Flying campaign,

an initiative to tackle problems in the travel industry.



Rubenstein has been briefed to work with Carrosell, a marketing company

that specialises in advertising on airport luggage carousels, which

originated the Keep America Flying logo in its ad space after 11

September.



Rubenstein Associates V-P Jane Rubinstein said it was clear 'early on'

that the logo 'had the makings of a national initiative'.



The campaign was officially launched during a press conference at the

end of December, led by New York Governor George Pataki, who is involved

in the coalition.



The goal is to 'amalgamate the industry to take a position on all the

important issues it faces,' said Carrosell CEO Robert Schmidt.



Initial members of the coalition include American Airlines, AirTran

Airways, JetBlue Airways, and the Manhattan Chamber of Commerce.



Schmidt said labour unions, hotel groups, and government officials are

keen to join.



The Rubenstein PR team is now working to bring new members into the

coalition.



Specific details of the PR campaign will be decided when coalition

members are able to meet and discuss priorities.



'What we accomplished last week was to kick off the concept of the

campaign so it brings more stakeholders to the table,' Rubinstein

said.



'The effort is two-fold,' she added. 'First, to bring additional

participants and subscribers onto the campaign. Second, is to start to

hone and develop the message.'



She said it was also crucial to consider all industries affected by the

travel slowdown, such as taxis and catering services.



Edited by Holly Williams.



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