Millions of air travelers who find themselves flipping through the in-flight magazine on American Airlines this month will be treated to a serving of Delaware’s greatest hits: the carrier’s “American Way” publication features a fifteen-page supplement promoting the First State.
Targeting a broad audience of peripatetic employers, tourists and influencers, Delaware’s devoted “Spotlight” section aims to explain, “Why the First State wants to be first to mind for business, workers and visitors.”
The supplement outlines key facts about the state and plays up Delaware’s heritage as a home to major corporations and prime mid-Atlantic coast location.
Leading local employers and institutions including ChristianaCare, CSC, FMC Corporation, Nemours and Delaware State University are profiled, along with business leaders such as CSC CEO Rod Ward and a message touting the state’s advantages from Governor John Carney.
The Delaware Prosperity Partnership (DPP), a public-private partnership created to promote the state, landed the feature, seeing it as a rare opportunity to grow positive awareness of Delaware with a sought-after audience.
A spokesperson with the DPP said it was the first time in 15 years Delaware has appeared in a major in-flight magazine and the feature would reach more than 5.4 million domestic travelers and another 1.8 million international fliers during the month.
The DPP spokesperson said the feature – which involves no direct fees and was supported through advertisements by Delaware companies – complements a comprehensive multi-platform DPP marketing campaign for the “Delaware brand.”
“When we talk with site selectors, some tell us that it’s been a while since they have heard from Delaware,” said DPP CEO Kurt Foreman. “We need to share the good news about why Delaware is an exceptional opportunity for our core industry sectors,” he explained.
Ward, who also co-chairs the DPP with Governor Carney, said the supplement was an effective way to market the Delaware brand. “Delaware has a great story to tell so it’s exciting to see features like this one getting the word out.”
The DPP says initial responses have been “very positive,” with travelers texting images of the Spotlight supplement from their seats and posting messages on social media.
To see the “Spotlight” supplement, click here: http://spotlight.ink-live.com/html5/reader/production/default.aspx?pubname=&edid=042742aa-4cfb-4bc1-b9d4-2b431ea48a33