Company: 5W Public Relations
Company Description: Founded in 2003 by entrepreneur Ronn Torossian, 5W PR is a full-service agency known for cutting-edge programs that engage people with businesses, issues and ideas. With more than 100 professionals serving clients in B2C and B2B Public Affairs, Crisis Communications and digital strategy, 5W is one of the 20 largest PR firms in the U.S. with revenues exceeding 16 million.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Services

Nomination Title: JetSmarter Global Visibility

Tell the story about this nominated campaign since January 1, 2014 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

CAMPAIGN OBJECTIVE:
JetSmarter, the “uber” of private jets, is the mobile app that gives consumers access to the largest private jet marketplace in the world. Launched in March 2013 by CEO, Sergey Petrossov, JetSmarter set out to disrupt the aviation industry by democratizing the private air market, offering travelers of the convenience and cost of private jet travel, in comparison to commercial aviation. 5W Public Relations’ objective was to educate the public on the accessibility of private jets, by securing top-tier media coverage globally throughout all mediums, including broadcast, print and online.

The challenge faced in enacting this plan was acquiring consumers’ trust in a start-up technology company, whose goal is to effectively change one’s stereotypical perception of flying private.

STRATEGY/TACTICS:
In July 2014, 5W Public Relations began working with JetSmarter, enacting a three-fold strategic media relations campaign, saturating all global platforms with the introduction of this revolutionary app. This approach was comprised of proactively securing impactful media placements that raise awareness of JetSmarter, positioning the CEO Sergey Petrossov as an expert in the private aviation, luxury travel and overall travel industries and lastly, highlighting JetSmarter’s services as a necessary and tangible must-have item for various events, auctions, gift bags, etc.

A vital strategy within the campaign that 5W executed to proliferate Sergey Petrossov and JetSmarter’s concept was to target regional outlets; focusing first on the area of JetSmarter’s headquarters, South Florida, and then expanding wider to all luxury regional publications. This tactic was purposely designed to acquire the prosperous and well-off individuals prior to introducing the inexpensive offerings of JetSmarter to a more diverse audience.

MEASURES OF SUCCESS:

As a result of 5W’s outreach and overall focus of expanding JetSmarter’s demographic to include more than just the affluent in under six months, JetSmarter’s mobile downloads increased by 25% monthly (300,000+ to date), which highlights the significant increase in brand awareness. Also as a result of the successful coverage, 404,059,821+ media impressions were obtained.

Media achieved as a result of 5W’s regional approach include: This Week in South Florida (WPLG-TV), South Florida Sun Sentinel, South Florida Business Journal, South Florida Luxury Guide, The Boca Raton Observer, Bespoke Magazine – Miami and more.

Additionally, prime examples of 5W’s capability to successfully secure a range of media placement versatility include: USA Today, Bloomberg TV’s “Taking Stock”, Fox Business’ “After the Bell,” Harper’s Bazaar, Forbes, Aventura, Condé Nast Traveler, The Daily Beast, among various others.

An added key piece of press, noted by the client as having seen a surge in downloads, was The Daily Mail. This article announced JetSmarter’s expansion into Western Europe, along with its partnership with GlobeAir, but also initiated the escalation of international awareness.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2014 (up to 150 words).

- Increased downloaded by 25% monthly
- Secured over 404,059,821 media impressions
- Secured a feature in Forbes
- Secured JetSmarter on Fox Business’ After the Bell
- Supposed expansion into Western Europe and partnership with GlobalAir through the media by escalating international awareness.