Amelia Rose Earhart, a modern-day aviatrix and passionate philanthropist, wanted to focus attention on the need to create opportunities for more women to be involved in aviation.
The non-profit organization, The Amelia Project, was set up in 2013 by Amelia Rose so that she could share her passion for flying. It provides flight scholarships for young women aged 16-18, and builds STEM-based educational curriculums. To garner national attention and establish her as an inspiration for women among the aviation community, Amelia took to the skies in a single-engine aircraft, flying for 102 hours to symbolically complete the historic flight.
Inspired by the pilot’s position as a generous philanthropist and news anchor for the number 1 morning show on Denver’s NBC affiliate, the 451 PR team defined and implemented clear messaging and a consistent voice across all outward facing communication channels, including The Amelia Project website, press materials and social media platforms.
By positioning Amelia as an adventurous, energetic, and innovative leader in aviation, 451 successfully raised Amelia’s profile and further promote Amelia’s brand, mission, and foundation. The agency booked speaking engagements, interviews, meet-and-greets, signings, and press conferences at key events and streamlined the approval process among sponsors for major announcements, releases and appearances.
#FlyWithAmelia reached 52.5 million impressions
increase in Twitter followers