Launching a new airline in an unprecedented moment for travel.
Avelo Airline | National Launch
Corporate Communications + Brand Launch
The Opportunity
Avelo Airlines was preparing to become the first new U.S. mainline airline in nearly 15 years, launching at an extraordinary moment for the travel industry. The COVID-19 pandemic had dramatically disrupted air travel, and consumers were only beginning to return to the skies.
Introducing a new airline in that environment meant doing more than generating awareness. We needed to build credibility and excitement around an unfamiliar brand, introduce its leadership, and give media a compelling reason to experience and tell the Avelo story firsthand.
The Approach
We built the launch around Avelo's inaugural flight, creating a multi-stage media experience designed to introduce the company, its leadership, the onboard experience, and its first destination.
The launch began at Hollywood Burbank Airport with a press conference, executive interviews, aircraft tours, and an inaugural ribbon cutting. More than 40 journalists then boarded Avelo's first flight from Burbank to Sonoma, giving media the opportunity to experience the new airline firsthand.
Upon arrival, the story continued with a media event in wine country developed in partnership with Napa and Sonoma tourism organizations, connecting Avelo's launch to the destinations and travel experiences its new service made accessible.
I project managed the launch across these interconnected workstreams, overseeing the agency team and helping coordinate executives, media, partners, events, and communications deliverables from announcement through inaugural flight.
The Impact
The launch introduced Avelo on a national stage and gave media multiple ways to experience and tell the story of a new airline entering the market at a pivotal moment for travel.
It also established the foundation for an ongoing communications program as Avelo began expanding into new markets and introducing its brand to travelers across the country.
