Challenge

Air travel can be stressful for everyone – and for people with autism, long lines, bright lights and unfamiliar sounds can be overwhelming enough to keep them from flying. The Pittsburgh International Airport (PIT), a nonprofit authority that serves 9 million passengers annually, enlisted Violet PR to raise awareness and secure media coverage for its new sensory space, unveiled in July 2019. Inspired by an employee with a 4-year-old child on the spectrum, the space was designed to help travelers with autism spectrum disorders get familiar with the flying experience and remain calm between flights.

Solution

Before beginning media outreach, we spent several weeks researching the eight other airports worldwide that offer “quiet rooms” or sensory spaces. We learned that the Pittsburgh airport’s space is not only the largest space in the world (1,500 square feet), but it sets a new standard for autistic travelers, with a first-of-its kind jet cabin and jetway replica that allows travelers with sensory issues to get comfortable with the physical layout and space constraints of an actual airplane. Other features include calming transition foyers, soundproof family and individual rooms with bubble tubes and an adult area with changing tables.

Once we secured a placement with the TODAY show, we approached other top-tier media outlets, working carefully with each journalist to meet their individual editorial needs. From there, we distributed a news release with photos and B-roll widely the morning of the opening. The two-month campaign ultimately resulted in more than 45 national news stories, including placements in MSN, Condé Nast Traveler, USA Today, People, NPR, The Washington Post, The New York Post, The Daily News and dozens more.

Reached Over