NEW YORK: Rubenstein Associates is working with specialist
marketing firm Carrosell on "Keep America Flying," a campaign designed
to build a coalition of companies and government officials to address
problems in the travel industry.
Carrosell, a company that specializes in advertising on airport luggage
carousels, began using a Keep America Flying logo in its advertising
space after September 11. Jane Rubinstein, VP at Rubenstein Associates,
said it was clear early on that the logo "had the makings of a national
initiative."
The program 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 Robert Schmidt, CEO of Carrosell.
Initial members of the coalition include American Airlines, AirTran
Airways, JetBlue Airways, and the Manhattan Chamber of Commerce. Schmidt
said that labor unions, hotel groups, and government officials have all
expressed an interest in joining.
The PR team is 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, but it is not clear when that will
happen. "What we accomplished last week was to kick off the concept of
the campaign so it brings more stakeholders to the table," Rubinstein
said.
Rubenstein Associates has been working with Carrosell on projects since
the latter launched two years ago. "The effort is somewhat two-fold,"
Rubinstein said. "First, to bring additional participants and
subscribers onto the campaign. Second is to really start to hone and
develop the message."
She added that it is vital to consider all of the industries that are
impacted by a travel slowdown, such as catering services, cleaning
companies, and taxis.
"For example, after September 11, taxi ridership dropped from
approximately 6,000 people a day to 3,900 a day," Rubinstein
explained.
Schmidt said the point of the campaign is to bring the industry together
rather than let competition overwhelm the issues. "We think it is very
important that we voice ourselves as an industry."
