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Public Relations - Professionalism. Big Pitch Assessment
Journalism & Communication
Pages 7 (1757 words)
PUBLIC RELATIONS PLAN: MILLION AIR, LTD. This plan was prepared as a response to the brief from Million Air Ltd., and outlines the one-year public relations strategy of the company’s jet services on January 5, 2013. BACKGROUND In 2012, there are about 4,000 private and charter jets, shuttling Million Air's clients to various destinations across the globe (Lawler 2012).
However, the market condition is better than ever. The luxury consumer market has expanded and there is a great demand for private jet services not only in terms of lifestyle requirements but also for business needs (Okonkwo, 2007, pp.237). In addition, according to an industry study, the sharp uptick in charter jet demand was also brought about by an increase in holiday travel and the fleet optimization introduced by private jet companies (Avinode 2011). This latter development is supported by a report last year, which found that such optimizations (ex. one-way pricing, guaranteed access and lifestyle positioning) became industry innovations that have made charter look more attractive than ever (Wynbrandt 2012). Europe is also on the verge of recovery and executives such as Eric Connor of NetJets Europe are bullish about the future of the industry (Connor 2012). The business case for luxury travel was also reported by the New York Times when it found that many business travelers use chartered flights in order to skip the holes and delays of commercial air travel system (Sharkey 2012). Million Air with its fleet of four jets that can accommodate six passengers bound for London, Zurich, Jersey and Monaco would be able to establish a foothold in the European market. ...
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