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Manston goes global

April, 2013

Kent knows it is now connected to the world thanks to new twice-daily flights from Manston Airport to award-winning hub Schiphol, in Amsterdam, with Maxim playing its part by working with the county’s media to shout about the good news.

The launch of KLM flights on 2 April connects Kent to 130 destinations, a fact celebrated by representatives of the local travel trade, chambers of commerce, Visit Kent, Visit Britain, Thanet District Council and Kent County Council.

With Maxim acting for Manston, the result was extensive publicity including BBC South East Today, ITV Meridian and BBC Radio Kent – which broadcasted live throughout the morning from the terminal at Manston – with print and online coverage from the county’s newspaper groups, as well as consumer press and business writers.

Extensive media coverage

Commenting on the PR activity, Charles Buchanan, Chief Executive at Manston Airport, said: “The KLM service marks the next exciting new chapter in the airport’s history and we needed to gain maximum exposure, raising awareness of the benefits this brings. Maxim’s coordination of press activity between the airport and the airline meant that we got the most out of the coverage leading up to, during and following the launch.”

Maxim’s Andrew Metcalf added: “The story offered so many great angles that appealed to the county’s press, namely: connecting Kent to the world; a national Flag Carrier airline choosing Kent; a Kent-born pilot taking the first flight out; creating local jobs and boosting the economy; and highlighting how Manston could play a role in delivering much needed South East runway capacity.

“The craft was packaging up the strongest angles for each of the press in order to secure the greatest possible coverage through briefings and interviews.”

A picture speaks a thousand words

As with all launch events there was the need for a strong press shot, one which would clearly convey the story and get a suitable backdrop for Manston and KLM.

To show Manston’s global connections, Maxim suggested that the photograph involved a metre wide inflatable globe as the prop. Despite the strong wind, the picture was expertly taken by Tim Stubbings, ensuring KLM and Manston were represented. It was widely used by the press.

Joining the VIPs and paying passengers on the first flight were BBC South East Today, ITV Meridian and BBC Radio Kent, all eager to capture the atmosphere, interview passengers and show how Manston is now globally connected.

Andrew Metcalf - Director

Andrew Metcalf

Maxim / Managing Director

posted in: maxim/client news, media relations,

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