Situation

The official international airline partner for the 2008 Beijing Olympic Games was charged with safely carrying the Olympic flame around the world for the Olympic Torch Relay. With only one stop in the US (San Francisco, California), an enormous opportunity to build awareness for the airline in the US marketplace presented itself.

Problem

How do you achieve positive national media coverage in a rapidly evolving, politically charged environment without damage to the corporate brand?

Solution

Flawlessly execute a carefully planned media strategy to take advantage of a combination of PR savvy, international protocol, airport security, and a very inquisitive international press corps.

Results

The air carrier received positive top-tier national TV and radio coverage (13 million impressions) in the early stages of the event before tensions mounted and the relay was cut short.