Media Relations – African Disapora, Corporate and Sponsorship
Raising the Visibility of an African brand in the US Market
Arik Air launched in the US in early 2010 and was virtually unknown in the general marketplace. The airlines competitive positioning as the only airline to fly direct from JFK to West Africa was unknown in the general marketplace. In addition the airlines long history of surpassing international safety standards allowing them to be the only West African airline with USA/Federal Aviation Administration accreditation allowing it to operate its own flights directly into the US was also unknown.
C Moore Media employed the key strategy of a heavy rotation of corporate news distributed widely in the US marketplace, with the objective of raising the awareness of the airline within key influencers, and target groups. We utilized strong relationships with top business media as well as niche market media to drive awareness of the airline. We also leverage our extensive network to create partnerships between the airline and niche market organizations and events.
Arik Air went from virtually zero recognition in the US general market to obtaining coverage in key US media ranging from top tier business media such as the NY Times and the Wall Street Journal to African America business and consumer press, and US travel media in both the mainstream and multicultural press.
We further solidified great relationships and awareness with media by arranging successful Familiarization Trips enabling influential media outlets to authentically experience the airline, and raise awareness amongst their readers and viewers.
USA Corporate Communications
Messaging and Corporate Brand Identity
Equinox Health and Fitness Club (Equinox), is one of America’s leading national fitness and lifestyle brands. Known for their luxurious design and impeccable attention to detail, they are leaders in innovation with dreams of launching internationally. While they were a well-known consumer brand, their business and corporate profile had to be raised in order to realize their dreams of international expansion.
CMM immediately conducted a competitive analysis as well as an analysis of existing corporate communication material. CMM created strategic detailed corporate messaging, resulting in an effective business profile for the company, which aligned with steps to launch internationally. An expanded business profile was also created for Equinox CEO firmly highlighting his position as an innovative visionary business leader.
The impact of the corporate communications campaign was phenomenal. Equinox’s visibility was raised significantly in top national and international media such as the NY Times, The Independent (UK) and Crain’s New York, and in 2011 the company was able to successfully launch in the UK for the first time against a backdrop of a both a solid consumer and corporate profile.
Agency Public Relations, Corporate Communications, Multicultural Marketing
MSL Groups strategic multicultural partner Egami Consulting Group had a good track record of success including numerous business awards, but were virtually unheard of in the industry at large. The corporate leadership at the agency was on the eve of publishing a groundbreaking book, and in preparation they wanted to raise the positive profile of both the leadership and agency.
CMM conducted a full overhaul of all marketing materials and repositioned the agency and the corporate leadership by highlighting their innovative work and thought leadership insights. CMM also introduced the company to top industry influencers and corporate partners.
Within six months CMM had successfully positioned the corporate leadership as thought leaders in contemporary multicultural marketing by securing key partnerships and key speaking engagements with America’s top industry organizations. On the eve of the book launch, leading US industry influencers were talking about MSL Group’s strategic partner and their groundbreaking book ‘Profit With Purpose’ with a huge amount of buzz both especially via social media. The agency’s industry profile was significantly raised leading to many positive business development opportunities.