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AERAS, an emerging technology company based in Pittsburgh, specializes in drone sanitization. The company was hired to sanitize Churchill Downs in advance of the 147th Kentucky Derby, the largest sports-and-entertainment event following COVID-19 shutdowns.
Event organizers did not want to draw attention to COVID-19 during the Derby. AERAS was not permitted to publicize its agreement with Pritchard Sports and Entertainment until the next day. Because of the tight window that M:7 had for a media campaign, it was imperative we draft AERAS’ narrative into relatable and usable materials to make journalists want to tell this company’s story.
Our tactic was to write and design a press packet that answered every question a reporter might have while telling the company’s compelling story. The prose would be wrapped up with stunning visuals and printed.
The finished product has been the cornerstone of AERAS’ media campaign. Fueled by the press packet, M:7 secured 85 media mentions, including several national placements and several 2-minute-or-longer TV news segments, reaching 165 million aggregate readers and garnering 648,000 impressions on social media and $310,000 in ad equivalency.
