Landing the Right Coverage on Homeland Security: VistaScape and

Landing the Right Coverage on Homeland Security: VistaScape and Logan Airport
The Challenge
When Atlanta-based VistaScape Security Systems asked Birnbach Communications, Inc. to
spread the word about a breakthrough security technology being piloted at Boston's Logan
International Airport, we were ready to deliver results but also aware of the challenges.
Story Angle Formula
+ a unique business
The first challenge was finding a balance between providing information about the system to
generate in-depth coverage without revealing details that would comprise security procedures.
model and/or business
strategy
VistaScape's software acts as an extra set of eyes to protect Logan's 6-1/2 miles of beach front
using real-time, 24x7 data monitoring and analysis of images gathered from infrared cameras
provided by FLIR Systems.
+ a snapshot of an
industry
+ an interesting company
The second challenge was setting the media's expectations because this was a limited test
phase, because the cameras were located on the control tower (not close to the beach, where the
cameras could capture more details) and because the technology was located in tight quarters in
the control tower, where airport personnel were working on other tasks. In other words … seeing
this technology in action was going to be tough.
culture or executive
character
+ an interesting
corporate or individual
The third challenge was striking the right balance between exposure for our client VistaScape and
its high profile customer, the Massachusetts Port Authority (Massport).
customer using the
product or service
(focusing on benefits,
As we looked to build the messages and strategy we wanted to highlight that since 9/11, Massport,
the organization that runs Logan Airport, has become a leading force in evaluating and
implementing new security technologies.
not just features)
+ a new trend and/or
But we did not want to miss the opportunity to build brand recognition for VistaScape and its
SDMS product, which had not yet had much mainstream media exposure.
timely element that‘s
relevant to readers
or viewers
Finally we had just two weeks to pull it all together across a multi-organizational team and be
ready for primetime with the media.
= a good story
Strategic Execution At Work
We moved quickly to develop a plan, create a fine-tuned media list, produce B-roll (shot on the
Logan airfield as massive fog rolled in), and write the press materials.
We also developed messaging documents and Q&A that would portray all players in a strong light
and secured buy-in from Massport, FLIR Systems, and VistaScape. To get that extra lift for
VistaScape's messages we made sure to play up the "cool" factor of the technology and build
additional credibility by leveraging VistaScape's recent installation with the U.S. Navy in San
Diego.
Due to the confined space in Logan's control tower, we held small briefings with reporters,
instead of a single press conference. We conducted media outreach on behalf of all three
organizations, and hit local and national media.
Given the tight time frame and the number of organizations involved, and because we thought the
story was strong enough, we decided against any exclusives.
intelligent
credible
compelling story pitches
responsive
candid
high-level strategy
professional
creative
accountable
action-oriented recommendations
low risk
high value
reliable
dedicated account management
objective
senior staff
team players
quick hits
ethical
on
enhanced positionin
We researched perceptions of Logan's security track record, and advised Massport to assemble
a document that listed Logan's security milestones, including a number of new technologies and
procedures that Logan was the first commercial airport to deploy.
Finally, we painted a vivid picture of what the SDMS system would actually do by using a "plant"
during our live media briefings – we arranged for a boat to steer inside Logan's security zone in
Boston Harbor so the media could see the technology in action.
The Results
Our briefings generated more than 20 placements in top-tier media such as Business Week,
Associated Press, UPI, Boston Globe, Boston Herald, CNN, and all local affiliates. More than 95
percent of the coverage was extremely positive, picking up key messages, such as "an army of
eyes that don't blink," "the perfect security guard," etc., giving good visibility to Massport,
VistaScape and FLIR spokespeople as well as the SDMS product and infrared cameras.
According to Mass High Tech, "The media coverage of ...technology going into trials at Boston
Logan Airport last week was a public relations triumph. So much so that even if the company
doesn’t win a contract at the end of the Logan pilot program, (it) goes home with a lot of free
exposure."
According to our client, "I must tell you that I am impressed with your success on the Logan
project. I believe your team is responsible for getting the full breadth of coverage for a decent
story. Logan has generated double the traffic to our website from the weeks prior. It has resulted
in calls to our office seeking information and collateral and additional leads to our sales team."
Coverage includes:
Associated Press: "New Technology would
detect intruders onto airport's shoreline"
(May 13, 2003)
UPI: "Boston's airport tests new
security system" (May 13, 2003)
Boston Globe: "Logan mulls infrared security"
(May 14, 2003)
WSB-AM, Atlanta: "Drive-time News"
(May 13, 2003)
WCVB-TV ABC/Boston: "Logan Eyes
New Security System (May 13, 2003)
CNN Headline News: "Hot Wired: Logan Tests
New Secutity Technology" (May 15, 2003)
WFXT-TV Fox/Boston, "Intrudor Report: Logan
Airport Tries Latest Security Technology" (May
17, 2003)
Business Week: "The State of Homeland
Security" (May 13, 2003)
Boston Herald: "Cameras help track intruders
at Logan" (May 14, 2003)
Fox Report: "Intrudor Report: Logan Airport
Tries Latest Security Technology" (May 14, 2003)
WJBK-TV Fox/Detroit: "6:00 AM News"
(May 15, 2003)
New England Cable News: "6:00 AM News"
(May 14, 2003)
WLVI-TV, WB/Boston: "10:00 PM
News" (May 13, 20030)
Mass High Tech: "Infrared Technology on Trial
for Logan Security" (May 19, 2003)
WHDH-TV NBC/Boston: "New Technology to
Help Protect Shores around Logan" (May 13, 2003)
USAToday.com: "New technology would detect
intrudors at Boston airport" (May 14, 2003)
relevant
quick hits
strategic
compelling
enhanced positioning
intelligent
credible
compelling story pitches
responsive
candid
high-level strategy
professional
WBZ-TV, CBS/Boston, "11:00 PM News" (May
13, 2003)
creative
accountable
action-oriented recommendations
low risk
high value
reliable
dedicated account management
objec
senior sta
Birnbach Communications, Inc.
20 Devereux Street
Marblehead, MA 01945
TEL 781 . 6 39. 670 1
FAX 781 . 6 39. 6702
EMAIL [email protected]
www.birnbachcom.com