ZeroAvia Zero-Emission Airplane Lifts Off With $3.7 Million in Advertising Value Equivalent
These results won a Bronze Stevie in the PR Campaign of the Year New Product or Service Launch Category from the American Business Awards.
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ZeroAvia is a leader in zero-emission aviation with the development of hydrogen fuel cell powertrain solutions to address a variety of markets, starting with 500-mile short-haul commercial flights for up to 20 passengers. Based in Hollister, California, ZeroAvia has secured an FAA Experimental Certificate, passed significant flight tests, and plans to launch commercial operations in 2022.
In the summer of 2019, ZeroAvia sought to launch out of stealth with a series of press releases and overwhelming media attention that would put its name on the lips of investors, potential partners, and government regulators. Beyond a total lack of brand awareness, the company lacked an actual hydrogen-powered airplane to demonstrate credibility in the market.
Technica partnered with the U.K. PR firm Madano to execute on the launch. Technica handling U.S. reporters, and Madano European press. The launch message emphasized that ZeroAvia’s electric powertrain was the largest zero-emission airplane flying at the time, as well as the founder’s entrepreneurship success and pilot credentials.
Ahead of the launch date, each agency secured commitments of coverage in key industry verticals known as exclusives to ensure a series of influential articles would hit the public on the day the release posted. Three weeks, later a U.K. funding announcement followed to provide a further lift to the company’s exposure across markets for six weeks of high-profile attention.
Three days into the media blitz, ZeroAvia received inquiries from three airlines, three investors, and a variety of potential partners. Additionally, 11 upcoming conferences made room for the company to speak on their panels, including the Bloomberg New Energy Finance Summit, the National Association of State Energy Officials, and Revolution Aero USA.
Together, Technica and Madano secured a variety of exposure for ZeroAvia. The 138 articles and release pickup equated to over 401 million in potential reach. If ZeroAvia would have had to purchase over $3.7 million in advertising to equal the same level of exposure.