Virgin Atlantic

Airways
Category: Best Corporate PR
Team

Members: Sarah McIntyre, Manager

Michael Ettlemyer, Program Manager
Laura Kilroy, Events
Nadia Basil, Coordinator
 Meet the Team . . .
The Social Media Guy

The Boss
The Miami-based
Party Planner
The Coordinator
Our Strategy
 Were not just a PR team were the
full communications model in
the US. . .

Proactive . . . working together on Consumer PR, Media

Briefings
PR Corporate PR, Events & Social Media

Event PR
Planning Admin
Crisis Reactive Social
Comms Media Media
Enquiries
 Execution
Corporate PR Consumer PR

Trade PR Internal Communications

Social Media Events

 Evaluation of Success
Year-to-Date Coverage
250,000,000

200,000,000

150,000,000

100,000,000
Circulation

50,000,000

Coverage has dramatically increased since September: when our PR

team became complete!
Evaluation of Success
Corporate Press Highlights
Evaluation of Success
Consumer Press Highlights
Evaluation of Success
Events
 Our 2012 Goals

Drive awareness
Logging daily
Garner 15 all reactive
million and proactive
media impressions contact
around the
around our new
Upper Class service
from journalists
launch of our new and stakeholders
Upper Class service in Q2+3

Drive awareness Capturing and recording media clippings on a

Garner 2 million media impressions from the
on our new route weekly basis, as well as communicating through
launch of the new Vancouver service in May
to Vancouver Virgin in the News

Tracking our success against our plans monthly,

Sharing local best
including highlights of proactive activity, reactive
practice
issues, media contact and upcoming activity

Understanding Auditing twice-yearly the top 10 media targets in

perception of our each market, so that we can see the impact of our
media targets work