Case Studies

The Amelia Project

451 Marketing PR campaign soars for aviatrix recreating her famous namesake’s voyage.

Challenge

In 1937, Amelia Earhart famously set out to circumnavigate the globe and disappeared over the South Pacific, becoming one of history’s greatest mysteries. Today, 75 years after her disappearance, Earhart continues to inspire others to explore, push boundaries, and question the status quo.

Amelia Rose Earhart, a passionate aviatrix, philanthropist and news anchor for the no. 1 morning show on Denver’s NBC affiliate, challenged 451 Marketing to make her name, her foundation, and her flight into national news.

Strategy & Tactics

To build excitement around Earhart’s mission to circumnavigate the globe in a single-engine aircraft, recreating her namesake’s originally planned flight route, as well as establish her legitimacy among the aviation community, 451 Marketing

451 Marketing executed the following tactics:

  • Developed and implemented clear messaging and consistent voice across all outward facing communications, including The Amelia Project website, press materials and social media platforms.
  • Created a streamlined approval process among sponsors for major announcements, releases and appearances.
  • Raised Amelia’s profile through meet-and-greets, seminars, signings and press conferences at key events.
  • Positioned Amelia as an adventurous, energetic and innovative leader in aviation.
  • Booked speaking engagements, interviews and appearances to further promote Amelia’s brand, mission and foundation.

2874

Media Hits

58.7%

Increase in Twitter Followers

2.1 billion

Global Impressions

Results

In a little over a year, 451 Marketing secured 2,874 hits garnering more than 2.1 billion impressions for the young aviatrix.

National general interest coverage highlights include Good Morning America, The Huffington Post, USA Today, Bloomberg TV, TIME, People, NPR, Mashable, E! Online, US Weekly, The Washington Post, ABC News, CNN Travel, NBC Nightly News, The Ellen DeGeneres Show and The Today Show.

National coverage not only mentioned the daring mission, but also highlighted Earhart’s foundation and her as an inspiration for women in aviation.

Over the course of three months, the #FlyWithAmelia hashtag reached 52.5 million impressions and engaged influencers including ClifBar, HLN, Newsweek, Geena Davis, and Shepard Smith. Just three weeks following her flight departure, Earhart saw a 58.7% increase in twitter followers.

Earhart successfully completed her mission, and continues to soar.

Amelia Web

Amelia Vertical Collage

amelia TV