LinearAir

Linear Air, based in Lexington, Mass., is a premier air-taxi service that is transforming the private air travel industry. With operations out of Hanscom Field in Bedford, Mass. near Boston, Linear Air provides short-hop private air travel at airline rates. The company offers executives and families personalized customer service, flexibility and convenience at attractive fares. Linear Air is supported by a robust web-based customer service system and is served by a top management team of aviation experts.

The Challenge

In the summer of 2004, PAN was tasked with launching this air-taxi business charter service in an increasingly crowded charter aviation market. In addition to spreading the word about this new service, PAN was also tasked with helping to minimize potential neighborhood opposition in the area surrounding Hanscom Field where Linear Air is based.

The Approach

In order to convey the benefits of this new air travel service, PAN focused on Linear Air’s differentiators and key messages of cost and convenience for both business and recreational travelers to the Cape and islands. Early on, PAN decided to issue two separate news releases geared specifically to the two audiences: one outlining benefits for business travelers and another for vacationers.

In these releases, PAN focused on the following key messages that were developed with the company’s president, Bill Herp:

• Stressed that most charter companies charge thousands of dollars per occupied flight hour in a typical aircraft, but Linear Air charges only $750 per hour for its aircraft (business release); and announced the kickoff of regular weekend routes from Hanscom Field in Bedford, Mass. to Cape Cod, Martha’s Vineyard and Nantucket (vacation news).
• Highlighted that Linear Air offers affordable private air travel.
• Underscored how business travelers and recreational travelers are fed up with long check-in lines, indirect travel and need an alternative to commercial flights.

With these messages, PAN targeted key regional print and broadcast media in the week prior to the launch to make them aware of unique differentiators. For outlets in and around Hanscom Field, PAN also developed talking points around the fact that Linear Air’s operation would not disrupt area neighbors.

The Results

• WBZ 1030 AM radio – Interview with CEO Bill Herp played repeatedly on July 19 launch date.
• WBIX 1060 AM – Five-minute interview with Herp aired on July 19 launch day.
• CNC newspapers (Concord Journal, Lincoln Journal, Bedford Minuteman) – Reporter Betsy Levinson interviewed Herp and her favorable story was picked up by sister publications in July.
• The Boston Globe – Stand-alone business feature ran August 6.
• Boston Globe Northwest – Extensive company profile ran August 19.
• Travel New England – August issue.

In terms of measuring results, Linear Air said their phones were ringing off the hook after the WBZ radio news segment aired on July 19. In addition, the Globe Northwest piece generated a lot of buzz with many consumer inquiries tied directly to the piece.