$13 Billion in Media Coverage for Integrated PR Campaign for Test Flight of Hydrogen-Electric Airplane

THE COMPANY

ZeroAvia is a leader in zero-emission aviation, focused on developing hydrogen-electric powertrains. The company is initially targeting a 300-mile range in 9–19 seat aircraft by the end of 2025 and up to 700-mile range in 40–80 seat aircraft by 2027. Based in the US and the UK, ZeroAvia has secured experimental certificates for its three prototype aircraft from the CAA and FAA, passed significant flight test milestones, developed a number of key partnerships with major aircraft OEMs, and secured pre-orders for nearly 2,000 engines from major global airlines.

THE CHALLENGE

In early 2022, ZeroAvia’s path toward the test flight of its second prototype hydrogen-electric powertrain seemed to have a clear runway. However, as is typical for deep engineering development, the inaugural flight of the prototype 19-seat Dornier 228 faced setbacks due to weather, permitting, and other unforeseen circumstances. With mounting news from competitors and a dedicated press core naturally eager to see this larger prototype plane take off, ZeroAvia needed a PR strategy that would keep its brand elevated and in a positive light.

THE STRATEGY 

Technica’s strategy integrated several tools and tactics to delicately balance the need for continued brand elevation when most mainstream outlets wanted to hold their coverage until the Dornier first flight was complete. This included making industry traction announcements feel valuable enough to reporters that they would write about them regardless of the flight’s status.

Additionally, Technica identified, submitted for, and secured speaking opportunities and award programs that could elevate ZeroAvia’s US and international presence before and after the possible flight window. By supporting the company to build a high-profile brand, ZeroAvia was also invited to speak on high-profile stages. Throughout the entire campaign, Technica kept media contacts waiting for the flight warm by keeping them updated on the company’s progress and offering tempting reasons to publish earlier.

Once the Dornier flight took place, Technica had its list of interested reporters primed and ready. Additionally, a pre-planned virtual press conference increased the exposure of the flight to international audiences and generated multiple press interviews and articles. By building and maintaining strong media relationships during the pre-flight campaign, Technica set the stage for long-term collaboration and sustained positive coverage of ZeroAvia’s endeavors.

THE RESULTS

The six-month campaign secured over ten media interviews and 50 original articles in prominent outlets such as CBS, CNN, MSN, Fast Company, MIT Technology Review, Bloomberg, TIME Magazine, Axios, WIRED, Geekwire, and Robb Report. The creative and extensive strategic support resulted in a highly impactful media campaign with a potential audience reach of 1.42 billion. To reach the same level of exposure through advertising, ZeroAvia would have had to spend the equivalent of over $13 billion.

In addition to media, Technica helped secure several coveted speaking and award wins for Zeroavia, most notably a European Web Summit speaking engagement and a panel presentation at SXSW 2023. The company was also included in the 2023 Cleantech 100 list, named a 2021 World Economic Forum Pioneer, and was part of the 2022 Bloomberg New Energy Finance (BNEF) Pioneer program for its innovations toward decarbonizing the aviation sector.