Priority Pass: Global profile raising

CHALLENGE

Priority Pass, part of Collinson Group, came to us to raise its media profile, particularly in the UK but also across key target markets in AsiaPac and the US. Priority Pass faces stiff competition for this lucrative market, particularly from companies like Dragon Pass in Asia. The company is also going through a large-scale modernisation programme and wanted to promote its new offering and identity to customers, along with its new digital capabilities.

APPROACH

Brands2Life works with the UK and global marketing teams, as well as our international network of agencies, to develop compelling stories to drive brand awareness of Priority Pass, beyond its nearest competitors. We coordinate a global network of agencies, some on retainer and some project basis, to run an international content-led PR programme that targets resources to the right market, with the right message, at the right time, for the biggest impact.

IMPACT

Media outreach has continued to drive record levels of coverage across regions. This has been driven by a range of compelling thought leadership content creation, leverage of initiatives such as Lounge of the Year, the brand refresh, and the coordination of global surveys to create tailored content for local markets. We also managed the company’s first PR event at the Business Travel Show. Beyond trade media success, we achieve consistent top tier international trade coverage, and have secured national coverage for Priority Pass in the likes of The Telegraph and Forbes.

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