NEW YORK: NYC & Company partnered with American Airlines to promote fall domestic flight deals through social media and online outreach. The effort is part of the agency's aim to promote fall travel among leisure travelers and communicate the city's message of value and affordability.
“This was an opportunity to reach beyond our normal scope of the domestic tourism market and create national media excitement," said Chris Heywood, VP of travel and tourism PR at NYC & Company.
The agency is working with AOR Rubenstein Communications, in collaboration with the airline and its AOR, Weber Shandwick, on targeted outreach to travel blogs, broadcast media, and various national outlets, as well as regional outreach in each city. Both companies are also promoting the initiative on their Twitter and Facebook pages.
The deals, available for only three days until Friday, August 21, at 11:59 central time, apply to New York City travel to and from five cities: Los Angeles, San Francisco, Dallas, Chicago, and Miami.
Due to the limited amount of time, explained Ned Raynolds, manager of corporate communications at American Airlines, the teams had to limit their PR approach.
“The short fuse on time influenced our choice of media,” said Raynolds. “We really had to put the pedal to medal on social media since we only have three days to make it known.”
Heywood added, “We had to focus on a lot of the tourism business reporters and online sites and social media and weren't able to take advantage of traditional Sunday travel sections.”
Heywood explained that the agency also hoped to leverage the opportunity to generate buzz for its new travel itineraries.