February 21, 2018

PRSA Awards BLPR for “Soar with the Phillips 66 Aerostars” Campaign

For one week every year in July, the town of Oshkosh, Wisconsin, swells from 66,000 people to over a half million for the largest aviation air and trade show in the United States. EAA AirVenture features more than 10,000 aircraft, 1,050 forums and workshops, and 881 commercial exhibitors.

BL created an interactive experience to capture media attention, and invited top-tier media to hop in the cockpit with the Phillips 66 Aerostars.

USA Today and the local NBC affiliate filed print and broadcast stories after their first-hand aerobatics flight, and one of the journalists captured a photo selected for AOPA’s Photographers’ Choice: Best Pictures of 2017. Additionally, 100% of trade media coverage included at least one key message about the brand.

Visitors to the Phillips 66 booth got a taste of the action, too. A Virtual Reality (VR) experience created by BL simulated a real in-air flight with the Phillips 66 Aerostars, and fans collected commemorative cards autographed by the pilots. The tent attracted thousands of visitors, and Phillips 66 sold record volumes of X/C Aviation Oil to pilots at the show.

The winning PR campaign was recognized with a 2017 PRSA Nebraska Anvil Award of Excellence.