A Sampling of a Public Relations Case Study from NewsMark PR
Here's a summary of one of the many winning campaigns for excellence in media relations and publicity undertaken by NewsMark Public Relations.
It underlines just one aspect of the services we employ every day on behalf of clients - our tenacity and media prowess. The art of crafting a great story and the ability to penetrate into breaking news with journalistic persistence that impacts on influential media and their audiences.
"The GOLA Campaign" Undertaken for the Greater Orlando Livery Association
Faced with what it believed to be "unfair business practices" at the Orlando International Airport, the Greater Orlando Livery Association (GOLA), the largest membership organization of limousine operators serving Central Florida retained NewsMark Public Relations.
GOLA strongly believed that the Aviation Authority's contract with Walt Disney World and the introduction of the Disney Magical Express at the Orlando International Airport established an unfair business practice by giving Disney exclusive and unprecedented access to travelers.
We set out to raise national awareness for the services of GOLA and encourage the press to more closely examine the airport ground transportation contract with the Walt Disney Company. NYSE: (DIS)
We began by pitching the press on the urgent call from GOLA to meet with airport's chief executive who up until that point had not responded.
When a number of high-level meetings that followed with senior airport executives produced no satisfactory results for GOLA we again alerted our press contacts including the Associated Press that provides news coverage to thousands of daily newspaper, radio, television and online portals.
High among GOLA's concerns was the view that Disney's access to the third level of the Airport terminal was a material breach of the terms and conditions of the contract by Walt Disney. We publicized GOLA's view on the potential long-term negative impact on the city as a whole and the formation of a coalition against unfair business practice. This included a news conference and rally at the Orlando International Airport which attracted newspaper, radio and television reporters.
Top media hits included all the network affiliate newscasts of FOX, ABC, CBS and NBC.
In addition to all local papers and radio, national newswire coverage by the Associated Press extended to all the main metro papers from the Chicago Tribune to USA Today. In addition to extensive coverage, a number of newspaper editorials also urged "fairness" at the Orlando International Airport.
The result: Local news development with wide ranging national implications that became a headline news story. The Orlando International Airport has since revoked access to the airport's third level by representatives for the Disney Magical Express. GOLA has been awarded "Association Of The Year" at the Annual LIMO DIGEST SHOW.
The following is a sampling of the positive news reports that our campaign generated and some of our positioning press releases:
Orlando airport limits where Disney workers can greet tourists - USA Today - Walt Disney World workers can no longer greet tourists on the arrival floor of the Orlando International Airport, a decision officials made after limo and taxi drivers complained it gave the theme park resort an unfair advantage. ...
Former US Attorney Calls on Orlando International Airport to ...terminate a ground transportation contract with the Walt Disney Company - Cites Unfair Business Practice at Airport … ... They can contact GOLA by email at GOLA@GetAroundOrlando.com or by calling (407) 857-0886," said GOLA president Randy Terranova. Contact Mark Hopkinson 561-852-5767
Airport urged to halt Disney shuttle Chicago Tribune - ... Disney with a monopoly," Colleton stated in his letter. "There will be less and less competition because more and more small businesses who make up GOLA...
Limo operators: Disney's airport deal could be end of them Naples Daily News (subscription), FL - ... is yet another way Disney tries to keep its visitors on Disney property without ... competition because more and more small businesses who make up GOLA will no ...
Limo Operators Ask Disney to End Orlando Int'l Airport Deal Airport Business, MD - ... is yet another way Disney tries to keep its visitors on Disney property without ... competition because more and more small businesses who make up GOLA will no ...
Limo Operators: Disney's Airport Deal Could Be End Of Them Local6.com, FL - ... is yet another way Disney tries to keep its visitors on Disney property without ... competition because more and more small businesses who make up GOLA will no ...
Former US Attorney Calls on Orlando International Airport to ... Mickey News (press release), CA - ... As you are aware, GOLA strongly believes that the Aviation Authority's contract with Walt Disney World that created the Disney Magical Express at the Orlando ...
A matter of fairness Orlando Sentinel, FL - ... Late last year airport operators inked a deal with Walt Disney World allowing theme park "greeters" to engage arriving travelers on the main floor of the ...
Limo owners decry Disney airport deal Bradenton Herald, United States - ... allows Walt Disney World to whisk visitors directly to the resort without having to wait for luggage, saying it has given the company an unfair advantage and ...
Limo companies want Disney deal to end St. Petersburg Times, FL - ... allows Walt Disney World to whisk visitors directly to the resort without having to wait for luggage, saying it has given the company an unfair advantage and ...
Disney Slammed By Livery Drivers The Ledger, FL - ... is yet another way Disney tries to keep its visitors on Disney property without ... competition because more and more small businesses who make up GOLA will no ...
Disney's free buses leave cabs in lurch Sun-Sentinel, FL - ... You've got a large Mouse, and this Mouse casts a very large shadow," said Mark I. Hopkinson, a public-relations consultant retained by a group of limo drivers. "It's a David and Goliath story with the images reversed ...
Airport, drivers hash out issues Orlando Sentinel, FL - ... Limo drivers met with airport officials to air concerns about a new Disney service...
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