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
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
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
'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.