On April 3, American Airlines (AA) flew its first direct, non-stop flight to Shanghai.  A significant milestone, this was AA’s first nonstop route to China from the United States.  The warm-up promotion was executed via a two-pronged approach: a large scale press conference was held in Shanghai on February 27. More than 52 media representatives were present at above events. 

Another one is a high level media briefing took place in Beijing. On March 21, in the Kerry Center, Beijing, Weber Shandwick conducted media interviews, inviting top media unable to attend Shanghai’s event.  This resulted in great in-depth feature coverage. 

AA executives Athar Khan, managing director Asia Pacific, and Victor Lee, regional manager Greater China, delivered two speeches with media briefings following immediately.

To ensure significant coverage of the event, Weber Shandwick also helped secure television media to attend the launch at the Shanghai PVD airport.  In addition, Weber Shandwick arranged wire feeds of the event for national pick up and arranged several interviews with Henry C. Joyner, senior vice president, AA Planning, Craig Kreeger, senior vice president, AA International.

The media outreach effort generated positive brand awareness and boosted ticket sales significantly. 138 placements produced highly positive articles, reaching 1.2 billion consumers in broadcast, print and online outlet, with a total advertising equivalent value of more than USD 3,756,998. 

“In the 25 years of my experience with PR agencies, Weber Shandwick is the best!”               Victor Lee, Regional Director, American Airlines, Greater China

“Weber Shandwick has performed magnificently. I don't think there will be any doubt that American Airlines has arrived and I think we have struck a good claim for the 2007 rights which will soon be up for grabs.” Richard Hedges, Director Corporate Communications, Europe & Pacific, American Airlines

Team: Ruya Chen, Alan Hong, Dai Le  
rychen@webershandwick.com

Athar Khan, managing director Asia Pacific, American Airlines, announces the airline’s first flight from the US to China at a press conference in Shanghai.

The Captain on American Airline’s first non-stop flight from the US to China.