Background
Before PROS acquired it, EveryMundo approached THINKINK as it was coming out of stealth mode and gaining more interest from airlines. The then startup, which develops software that helps airlines improve online performance and acquire more customers through direct channels, needed a communications partner with experience in the airline and technology sectors to help shape its messaging, guide its marketing and create a strong industry presence.
Approach
Our starting point was conducting a messaging workshop to understand the solutions EveryMundo was bringing to market and the needs they were addressing for airlines, hotels and travel brands. After developing a comprehensive messaging framework, we moved into the next phase of our strategy: PR and thought leadership. We focused on media relations targeting airline and travel trade reporters, analysts covering the airline technology sector, and select business and technology reporters. Our integrated approach also incorporated sales enablement materials, website and blog content, conference design and management and raising the profile of both company founders through thought leadership and speaking opportunities.
The A-Z of our scope:
- Business intelligence
- Brand strategy
- Business development support
- Conference strategy, marketing & management
- Design
- Executive counsel
- Industry reports
- Marketing operations
- Marketing materials
- Messaging framework
- Outsourced marketing team
- Product messaging & marketing
- Product naming
- Prospect events
- PR and media relations
- Speaker bureau & presentations
- Thought leadership strategy & content
- Video content
- Website content
Outcomes
Over the course of our engagement, we secured over 60 media interviews and 12 speaking engagements at high-profile industry events; evolved the brand and product messaging as the company grew; consulted on co-marketing and partner initiatives and established relationships with major trade associations on behalf of the company.
