The Sunshine Flyer
Product Launch, Media Relations: National & Trade
The Sunshine Flyer, a unique motorcoach bus experience from Transportation Management Services (TMS), launched in December 2021 to provide seamless transportation for guests from the Orlando International Airport (MCO) to Walt Disney World® Resorts - filling a hole following the cancellation of Disney’s Magical Express.
Tasked with introducing the new service to travelers, Mekky Media developed a strategy focused on raising awareness through targeted media outreach and impactful placements in national and regional print, online, broadcast outlets, as well as blogs and podcast media. Media experts at the agency developed a multi-faceted crisis communications and management plan and extensively trained the TMS leadership team with interview strategies to address positive and negative coverage.
Mekky Media worked tirelessly to represent The Sunshine Flyer and ensured that editors, producers and Disney travelers know the brand to spur awareness around the new service at the Orlando airport. After the initial influx of launch media, the Mekky team activated an influencer outreach campaign to leverage high-engagement Dinsey and travel personalities to test and review the service for their followers. As a result of the six-month campaign, Mekky media secured over 100 placements and interview opportunities in national, regional and local media outlets, both consumer and trade and over 60,000 impressions on social media from influencer reviews.
Notable placements include:
USA Today, Florida Today, ABC Orlando, NBC Orlando, MSN, Frommer's, Kenny The Pirate, Bus & Motorcoach News, Travel Pulse, The Disney Blog, The Points Guy, and more.