Tripled Ethiopian Airlines PR & Social Media effectiveness

Star Alliance member, Ethiopian Airlines Canada, retains RadonicRodgers as its Agency of Record & PR marketing partner. Services include managing PR, social media, events, trade & consumer media planning. An immediate impact was achieved, dramatically improving the airline’s digital communications effectiveness and presence, while significantly improving flight loads and flight frequency.

Dramatic & immediate improvement in results:

  • Tripled positive press mentions from 24% to 74%, neutral press 26%
  • Decreased negative press by 80% from 8.6% to 1%
  • Increased earned media to over $1 million/yr
  • Leads direct competition media sentiment & social media engagement
  • Flight loads increased from 70% to 95% average in less than a year
  • Flight frequency up from 3 to 5 direct flights weekly (Toronto-Africa)
  • Doubled overall business in less than 3 years.

Public relations barrage turned things around:

  • PR activity emphasized brand awareness, direct flights to Africa, service levels, new ultra-modern fleet, excellent safety record, largest airline in Africa, 71 years of service
  • Trade & media events: 5th Anniversary in Canada and 70th Anniversary
  • Overcame negative/unfounded market misperceptions, turnaround in only 1 year to overwhelming positive social engagement and dramatic increase in earned media
  • Established PR partnerships with organizations & personalities e.g. SickKids Hospital and celebrity chef, David Rocco
  • Set up all localized Social Media properties and community management such as the Facebook page.
  • Increased fan base from zero (0) to one of the largest regional
    Social Media properties: resounding positive engagement/feedback
  • Increased engagement on press, wire releases and media relations
  • Developed conversion point and localized micro-site with locally-specific content, i.e. contests, promotions and testimonials
  • Regular E-blast newsletter releases: “Connections Africa“.

Twitter: @ FlyEthiopianCAN 
Instagram: @ethiopianairlinescanada/ 

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