Sports Communication Australia Case Study: Teen World Flight Media Management

Case Study

Teen World Flight

WHO: Ryan Campbell

WHAT: Media Management for Ryan Campbell’s Teen World Flight attempt

WHEN: April 2013 – September 2013

WHO HIRED US?

Ryan Campbell approached Sports Communication Australia with the opportunity to manage media for his Teen World Flight attempt. At the age of 19, Ryan was attempting to become the youngest pilot to fly solo around the world in a single engine aircraft.

Ryan Andrew CampbellDOB: 13/01/1994Hometown: Merimbula, NSW

WHAT WAS THE BRIEF?

Our job was to put together and implement a media management plan for the Teen World Flight – a 70-day, 15 country, 35 stop and 45,000km flight.

WHAT WAS THE BRIEF?We needed to engage media – via traditional and social platforms - both domestically and internationally, to draw attention to what the Teen World Flight involved, who Ryan Campbell was, why he was attempting the flight and how he was going to do it – before, during and after the flight. This included daily social media communications across a number of platforms, media opportunities at most stops along the route and managing media at the Official Homecoming landing.

We developed a crisis management plan that was shared with crucial members of his team and family so that any situation could be managed in the most professional manner. We were also briefed to form strategic media partnerships that could bring both financial and value in kind support to the project.

WHAT WAS THE BRIEF?

First of all we had to listen and get to know Ryan and understand who he was, why he was taking on such a feat and what his capabilities were to deliver his message. Once that was established we pitched opportunities and negotiated contracts with the likes of 60 Minutes (Channel 9, Australia) and Australian Geographic, formed partnerships with radio stations and newspapers, as well as aviation focussed media outlets.

HOW WE DID IT?

We then set about creating a traditional and social media plan that included regular media opportunities before, during and after the flight, engaging both Australian media and media in the countries Ryan was visiting along journey. We kept in daily contact with Ryan to understand and adjust to the always changing availability and access to him whilst he was completing the flight, taking into account time zones, language barriers, fatigue and communication platforms.

HOW WE DID IT?

Ryan during one of his many interviews with Charles Wooley for 60 Minutes

Aviation Australia Magazine

The media management plan Sports Communication Australia implemented and executed led to countless national and regional television, newspaper and radio stories and interviews domestically and throughout the world. There were also magazine and online stories across aviation, news and adventure.

THE RESULT

The feature story we negotiated and managed with 60 Minutes was seen by more than 1.5 million people, the Teen World Flight website had more than 140,000 page views and the Facebook page was regularly achieving a total reach of over 10,000 people a day.

Ryan’s amazing achievement and the media management plan that accompanied his journey have led to Ryan gaining a profile that is providing ongoing revenue streams via appearances, key note speeches and publishing pathways.

THE RESULT

60 Minutes

http://sixtyminutes.ninemsn.com.au/article.aspx?id=8719137

• New world record – Sydney Morning Herald

• Ryan talks to 2GB’s Alan Jones

• Teen pilot aims for round the world record - CBC News - Canada

• Teenager heads for Kent – BBC News - UK

THE RESULT

Social Media

For more information about this Case Study or to contact Sports

Communication Australia, email [email protected] or call

+61 403 777 026.