PR Case Study - Ewan Wilson

Case study: Ewan Wilson

Project
Launch the new book “Help, My Plane’s on Fire” by former CEO of Kiwi Travel International Airlines, Ewan Wilson, and raise the profile of the author on a limited budget.

The Opportunity

Impact PR was briefed to generate coverage for the book which documents how Wilson re-built his life after the collapse of Kiwi Air.  Our objective was to reposition him as an industry expert and key opinion leader in the aviation industry.

The Solution

Impact PR initiated a public relations plan designed to target general news and consumer media. We then drafted a newsworthy press release outlining the synopsis of the book and pitched this to our key media contacts.  In addition, Impact PR proactively sought out interview opportunities for Wilson in relevant media. 

The Results

Within four weeks, Impact PR had successfully secured some impressive coverage and a number of nationwide interviews for our client including the following:

• 9 minute interview with Wilson on nationwide programme TVNZ Close Up
• 5 minute interview with Wilson on nationwide programme TVNZ Breakfast
• 4 minute interview with Wilson on nationwide programme TV3 ASB Business
• Article on Ewan Wilson in the New Zealand Herald newspaper
• 39 minute interview with Wilson on nationwide radio station RadioNZ
• 5 minute interview with Wilson on nationwide radio station Radio Live
• Feature on Wilson and his book in NZBusiness magazine
• A number of additional pieces of coverage in newspapers including the Waikato Times, Otago Daily Times, Gisborne Herald and Manawatu Standard and on news websites Stuff, One News, 3News and NBR
• A return on investment of 388 : 1