Soaring High in the African Skies. Taking you from where you are to where you want to be


Elevating Your Digital Presence

Welcome aboard Twelve Marketing Inc., where we chart a new course in public relations, tailored for the aviation industry in South Africa. Here, we’re not just about drafting press releases or crafting social media posts; we’re about telling the story of aviation in a way that captures hearts and minds, both on the ground and at 30,000 feet.


So, what exactly is an aviation PR agency? Think of us as your flight crew for brand communication, navigating the unique landscape of the aviation industry. An aviation PR agency specializes in creating and managing communication strategies specifically for aviation businesses. From airlines to aerospace manufacturers, we understand the intricate workings of your industry and how to communicate its wonders to the world. We're talking jet-speed media relations, high-flying event management, and in-flight content creation that engages and inspires.

Tailored Strategies for the Aviation Sector

Our services are as diverse as the landscapes of South Africa. From Johannesburg to Cape Town, we craft campaigns that resonate with your audience. We understand that in the world of aviation, every brand has its unique trajectory. Whether it’s launching a new route, showcasing technological advancements, or managing crisis communications, we're equipped to handle it with the precision of a pilot in the cockpit.


In the vast skies of South Africa, a place where innovation meets a rich history in aviation, your story deserves to be told with expertise and flair. Our approach? It's a blend of cutting-edge strategy and heartfelt storytelling – think of it as the perfect in-flight entertainment for your audience.


In aviation, navigating through turbulence is part of the journey. The same goes for PR. Our crisis management skills are top-notch, ensuring your brand maintains altitude and poise, even in choppy air.


So, are you ready to elevate your aviation brand? Fasten your seatbelt, and let’s prepare for takeoff. With [Your Company Name], your PR strategy is cleared for takeoff and set to soar.

Connect with us today and discover how we can help your aviation brand reach new altitudes in the South African skies and beyond.

Over 300 businesses have received a proposal from us in June 2020.

Flying an airline through this turbulent marketplace is no easy task, and building it into a household name to rival a flag carrier may seem nearly impossible. But unlike the titans of the golden age of air travel, you have Off The Ground to navigate you to your destination



An aviation PR agency specializes in managing and enhancing the public relations of businesses within the aviation industry. Here's a detailed look at what exactly such an agency does:


Strategic Communication Planning:

  • Industry-Specific Strategy: Develops comprehensive PR strategies tailored to the unique needs and challenges of the aviation sector.
  • Messaging and Positioning: Crafts and fine-tunes key messages that resonate with stakeholders, from customers to industry partners, ensuring they align with the company's brand and values.


Media Relations:

  • Press Releases and Media Pitches: Creates and disseminates press releases about new services, routes, technologies, or other significant company developments. Pitches stories to journalists and publications relevant to the aviation industry.
  • Media Training: Prepares company spokespersons for media interviews, ensuring they effectively communicate key messages and handle tough questions.


Crisis Communication and Management:

  • Crisis Planning: Develops crisis communication plans to prepare aviation businesses for potential emergency situations.
  • Real-Time Crisis Response: Provides immediate support and guidance in managing communications during a crisis to protect the company’s reputation and stakeholder relationships.


Event Management and Promotion:

  • Aviation Events: Organizes and promotes events such as product launches, air shows, or industry conferences.
  • Stakeholder Engagement: Ensures effective communication and engagement with all stakeholders during such events.


Publicity and Brand Awareness:

  • Brand Promotion: Enhances the visibility and reputation of the brand through various PR activities.
  • Thought Leadership: Establishes company leaders as experts in the aviation field through bylined articles, speaking engagements, and participation in industry panels.


Internal Communications:

  • Employee Communication: Assists in developing internal communication strategies to keep employees informed and aligned with company goals and changes.


Market Research and Analysis:

  • Industry Insights: Conducts market research to stay informed about industry trends, customer sentiments, and competitor activities.
  • Campaign Analysis: Measures and analyzes the impact of PR campaigns to refine strategies and demonstrate ROI.


Reputation Management:

  • Monitoring and Response: Continuously monitors media and public opinion about the company, addressing any issues that could impact its reputation.

An aviation PR agency, therefore, plays a crucial role in shaping and maintaining the public image of aviation businesses, navigating the unique landscape of this industry with specialized skills and knowledge.

Aviation PR can bring numerous benefits to your airline or aerospace company, leveraging specialized communication strategies to enhance your brand's reputation, visibility, and overall success in the industry. Here's how:

Enhanced Brand Reputation:

  • Positive Public Perception: PR helps in shaping a positive image of your airline or aerospace company. By highlighting achievements, innovations, and commitments (like sustainability efforts), PR can enhance public perception and trust.
  • Crisis Management: Effective PR is crucial in managing crises. Whether it’s addressing safety concerns or operational hiccups, a well-handled response can maintain or even boost your company’s reputation.


Increased Visibility and Awareness:

  • Media Coverage: Aviation PR gets your company featured in relevant news outlets, increasing brand visibility. This could include coverage of new routes, services, technologies, or partnerships.
  • Thought Leadership: Positioning your executives as experts in the aviation industry through interviews, opinion pieces, and speaking engagements enhances your company's profile and credibility.


Customer Engagement and Loyalty:

  • Community Building: PR initiatives, especially those leveraging social media, can foster a sense of community among your customers, leading to enhanced customer loyalty and advocacy.
  • Customer Confidence: Consistent and transparent communication, particularly in addressing customer concerns or industry issues, builds customer confidence in your brand.


Competitive Edge:

  • Differentiation: PR can help differentiate your airline or aerospace company from competitors by spotlighting what makes you unique, such as superior service, innovation, safety records, or sustainability efforts.
  • Market Positioning: Strategic PR campaigns can position your company as a leader in the aviation industry, elevating your status among competitors.


Support for Business Objectives:

  • Marketing Synergy: PR efforts complement your marketing strategies, creating a cohesive message that supports business goals like expanding into new markets or promoting new services.
  • Investor Attraction: A strong public image and media presence can also make your company more attractive to investors and stakeholders.


Crisis and Risk Mitigation:

  • Preparedness: PR prepares your company to handle unexpected events or crises, mitigating risks to your reputation and operations.
  • Quick Response: The ability to quickly and effectively communicate during crises is crucial in the aviation industry, and PR provides the tools and strategies to do so.


nternal Morale and Recruitment:

  • Employee Morale: Positive public relations can boost internal morale, making employees feel proud to be part of your organization.
  • Attracting Talent: A good reputation also makes your company more attractive to potential employees, aiding in recruitment efforts.

By strategically using aviation PR, your airline or aerospace company can not only navigate the complexities of the industry but also thrive, building a strong brand that resonates with customers, stakeholders, and the broader public.

Our approach to digital PR for aviation companies blends traditional public relations principles with the latest digital strategies to create a comprehensive and dynamic online presence. Here's an outline of how we approach digital PR in the aviation sector:


Tailored Digital Strategy:

  • Industry-Specific Approach: We start by understanding the unique aspects of the aviation industry and your specific business goals. This helps in tailoring a digital PR strategy that aligns with your brand's identity and objectives.
  • Integrated Campaigns: Our digital PR campaigns are integrated with your overall marketing strategy, ensuring a cohesive message across all channels.


Content Creation and Management:

  • Engaging Content: We create high-quality, engaging content tailored for the aviation industry, including blog posts, articles, infographics, and videos that highlight your expertise and innovations.
  • Storytelling: We focus on storytelling to make complex aviation topics accessible and interesting to your target audience, enhancing brand engagement and recall.


Social Media Optimization:

  • Platform-Specific Strategies: We identify and target the social media platforms where your audience is most active, whether it’s LinkedIn for B2B engagement or Instagram and Twitter for broader customer reach.
  • Engagement and Community Building: Our team manages and grows your social media presence by engaging with followers, sharing relevant content, and fostering an online community around your brand.


Influencer and Media Relations:

  • Influencer Partnerships: We collaborate with aviation influencers and thought leaders to amplify your message and reach a wider audience.
  • Media Outreach: We leverage our media relations to secure digital coverage in industry-specific publications, blogs, and news sites.


SEO and Online Visibility:

  • Search Engine Optimization: We ensure your digital content is optimized for search engines, improving your website's visibility and organic search rankings.
  • Backlink Strategy: We focus on building high-quality backlinks from reputable aviation and business websites to enhance your site’s authority.


Monitoring and Analytics:

  • Performance Tracking: We use advanced analytics tools to track the performance of our digital PR campaigns, monitoring metrics like website traffic, engagement rates, and conversion.
  • Continuous Improvement: Insights gained from data analytics are used to refine and optimize ongoing and future campaigns.


Reputation Management:

  • Online Monitoring: We continuously monitor the digital landscape for mentions of your brand, enabling us to respond quickly to both positive feedback and potential crises.
  • Crisis Communication: We develop and implement effective crisis communication strategies to protect and manage your brand’s reputation online.


Interactive and Immersive Experiences:

  • Virtual and Augmented Reality: Where applicable, we incorporate innovative technologies like VR and AR to create immersive experiences that showcase your aviation products or services.

Our approach to digital PR for aviation companies is dynamic, data-driven, and customer-focused. We aim to not only enhance your online presence but also to build meaningful connections with your audience, solidifying your position as a leader in the aviation industry.

Media Coverage Analysis:

  • Quantity and Quality of Coverage: Track the number and quality of media placements across various channels, including industry-specific publications, mainstream media, and digital platforms. High-quality coverage in respected aviation and business outlets is particularly valuable.
  • Sentiment Analysis: Assess the tone and sentiment of the coverage – positive, neutral, or negative – and its alignment with your brand's messaging.


Digital Engagement Metrics:

  • Social Media Engagement: Measure engagement on social media platforms, including likes, shares, comments, and mentions related to the campaign.
  • Website Traffic: Monitor any spikes in website traffic correlating with PR activities using tools like Google Analytics. Pay attention to traffic sources, session duration, and bounce rates.


Key Performance Indicators (KPIs):

  • Pre-defined Goals: Measure the success against the campaign’s specific KPIs, which might include the number of press releases published, interviews secured, or mentions in key publications.


Audience Reach and Impressions:

  • Reach: Calculate the total reach of your PR activities, including the cumulative audience of all media coverage and social media posts.
  • Impressions: Track the total number of times your PR content was displayed, regardless of whether it was clicked or not.


Lead Generation and Conversion Rates:

  • Inquiries and Leads: Monitor any increase in inquiries or leads that can be attributed to the PR campaign.
  • Conversion Rate: Analyze how many of these leads converted into customers or sales, especially for campaigns with a direct call to action.


Brand Sentiment and Reputation:

  • Surveys and Feedback: Conduct surveys or gather feedback from customers and stakeholders to gauge changes in brand sentiment or reputation.
  • Reputation Monitoring: Use social listening tools to track and analyze discussions about your brand related to the campaign.


Return on Investment (ROI):

  • ROI Calculation: Compare the costs of the PR campaign against the estimated value of media coverage and the benefits accrued, such as increased sales or leads.

8. Stakeholder Engagement:

  • Stakeholder Feedback: Gather insights from internal stakeholders (e.g., employees, management) and external stakeholders (e.g., partners, industry experts) on their perception of the campaign’s impact.


Long-Term Brand Impact: - Brand Awareness and Positioning: Assess any long-term impacts on brand awareness and market positioning, which may not be immediately quantifiable but are crucial for sustained success.

Combining these metrics provides a comprehensive view of the effectiveness of an aviation PR campaign, guiding future strategies and decision-making. The specific metrics to focus on will depend on the goals and nature of the PR campaign.

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