Wilbur Smith Associates and MassDOT

Above and Beyond the Viral Market

Challenge

Spotlight is proud to announce that it has recently partnered with Wilbur Smith Associates, on behalf of the Massachusetts Department of Transportation Aeronautics Division. The preparation of the Statewide Economic Impact Study presents the opportunity for targeted messaging regarding the value that aviation, as well as the system of 38 public-use airports, provides to the Commonwealth of Massachusetts. Spotlight will help WSA and MassDOT to publicize the study’s results to its key shareholders via traditional PR, multimedia productions, web-based deliverables and social media networks. We will tap into networks such as YouTube, Twitter, and Flickr, to engage a new audience of MassDOT online users, particularly the 18-34 year old demographic.

Response

Over the next year, we will work to implement an integrated communications approach that utilizes traditional communications and new media tools and deliverables, including:

• Technical reports
• Executive summary brochures
• Legislative summaries
• Multimedia presentations
• Social media networks, including YouTube, Twitter, and Flickr.

We will use these tools to promote the state’s aviation system to legislative leaders, the business community, aviation industry, and the public.

Result

Spotlight is looking forward to working with Wilbur Smith Associates and MassDOT on this next generation media campaign, as the results of the Economic Impact Study unfold.