BOEING B-17 FLYING FORTRESS COMMUNICATIONS PLAN - DRAFT

Transcription

1 BRIDGES_HOLLY BOEING B-17 FLYING FORTRESS COMMUNICATIONS PLAN - DRAFT July 1, 2014 Boeing B-17 Flying Fortress Event July 7 to , Ottawa-Gatineau Executive Airport ISSUE 1. Vintage Wings of Canada and the Gatineau Executive Airport will host the Boeing B-17 Flying Fortress between 7 and 14 July The B-17 Sentimental Journey, based in Mesa, Arizona, wishes to include Gatineau (CYND) as one of its Canadian stops during summer Other stops include London, Hamilton and St- Hubert. During its stop at CYND, the aircraft will be opened to the general public on static display for the first three days of its stop and for paid flights during the final four days. The general public will be able to purchase seats for 30-minute flights over the National Capital Region. 2. The Arizona Wing of the Commemorative Air Force Aviation Museum, located at the Falcon Field Airport in Mesa, Arizona, is home to the B-17 Sentimental Journey aircraft. BACKGROUND 3. The Arizona Wing of the Commemorative Air Force Aviation Museum approached the Gatineau-Ottawa Airport during the winter of 2014 to inquire about including CYND as one of its stops during summer Sentimental Journey is the aircraft that will be visiting CYND. 4. Sentimental Journey rolled off the Douglas assembly line in late 1944, and was accepted by the U.S. Army Air Force on March 13, Manufactured too late to see service in the European war, the aircraft was assigned to the Pacific theater for the duration of the war. In 1947, the aircraft was removed from storage in Japan and assigned to Clark Field in Manila as a photo-mapping plane. For nearly three years she served in that capacity, flying to all corners of the Pacific in the configuration of a RB- 17G. 5. Sentimental Journey was then transferred to Eglin Field, Florida, and was converted to a DB-17G for service as an air-sea rescue craft. During the 1950's, B-17 serial number was converted once again to become a DB-17P, serving with the 3215th Drone Squadron at Patrick Air Force Base in Florida. During this time Sentimental Journey participated in Operation Greenhouse, the fourth postwar atmospheric nuclear weapon test series conducted by the United States during the 1/9

2 spring of This test used unmanned, radio controlled B-17 drone aircraft to measure blast and thermal effects and to collect radioactive cloud samples. During the test, a drone aircraft would be taken off by ground control. A mother ship, already airborne, would then come from behind, take control of the drone and fly it to the target area. Sentimental Journey served as a mother ship for this nuclear testing. 6. On January 27, 1959, final military orders were cut, transferring the airplane to military storage at Davis Monthan Air Force Base in Tucson, Arizona. Within a few months, was acquired by the Aero Union Corporation of Chico, California, and became a civilian aircraft as N-9323Z, the registration which remains with her to date. For the ensuing eighteen years, an aircraft that had been designed to survive no more than a hundred missions, flew literally thousands of sorties against forest fires throughout the country. For the complete background, visit 7. The Ottawa-Gatineau area has a rich connection to the Boeing B-17 aircraft. Between 1943 and 1946, 168 Heavy Transport Squadron, Royal Canadian Air Force (RCAF), flew the aircraft out of RCAF Station Rockcliffe. Dubbed the flying mail trucks, these aircraft flew morale-boosting mail to Canadian soldiers, sailors and airmen serving overseas. One of those aircraft sadly crashed during a return flight to Canada in 1945 killing all on board. When the unit disbanded in 1946, it had completed 636 Atlantic crossings. Including operations from Great Britain, more than 1,000 metric tons of mail, 4,000 metric tons of freight and 42,057 passengers were transported. 8. Although the Rockcliffe airport is currently still in service and would have made an outstanding venue for the return of the Flying Fortress, its runway is no longer long enough to accommodate the landing of the Flying Fortress. As a result, CYND was chosen as the best, closest alternative to celebrate this rich history and connection to Ottawa. ENVIRONMENT 9. The site. Over the past 10 years, CYND has become a home base for vintage aircraft activity due to the stand-up of Vintage Wings of Canada, an organization dedicated to commemorating the role of military and civilian aircraft in the history of Canada. Annual air shows have attracted upwards of 25,000 visitors and positioned CYND as a trusted, familiar venue for celebrating military aviation; therefore the Sentimental Journey event is strategically aligned with this reputation. 10. Public Environment. Recent events in the NCR, including the May 9 Day of Valour honouring our Afghanistan veterans and Canadian Armed Forces (CAF) members, have given the Canadian public a focal point through which to express their appreciation for the Canadian military. Additionally, public appearances by retired RCAF fighter pilot, Vintage Wings of Canada pilot and Canadian Space Agency astronaut, Chris Hadfield, have rallied public support for exploration and heightened awareness of the importance of and civilian aerospace to Canada. In addition, Vintage Wings also attracts a large number of serving and retired RCAF members who serve as 2/9

3 pilots and volunteers. For all of these reasons, Vintage Wings and CYND is a very aviation-friendly atmosphere. AIM 11. The aim of this plan is to outline the approach and methods which will be used to announce and promote the Sentimental Journey B-17 event at CYND in a positive, proactive and informative manner. The goals are to ensure target audiences are aware of this event in order to drive ticket sales at the gate for static display and rides. APPROACH 12. The communications approach will be proactive and high profile at the local level, which includes Ottawa-Gatineau. Maximum advantage will be taken to promote the arrival of the Boeing B-17 and its historical connection to the NCR. THEME 13. The theme for the event, in the context of the connection between the Boeing B- 17 and the Ottawa area, will be conducted in two phases: a pre-event fundraising campaign using the theme Bring the Fort Home to drive donations and an event publicity campaign using the theme Letters from Home. OBJECTIVES 14. The following objectives have been identified for this communications plan: a. Demonstrate the connection between this outstanding aircraft, the RCAF, Vintage Wings and the local Ottawa area history; b. Demonstrate the commitment by Vintage Wings of Canada to honour the rich history and heritage of the RCAF and keep it alive via its inventory of serviceable Second World War aircraft; c. Draw attention to CYND and the Gatineau Executive Airport as an outstanding aviation venue in the National Capital Region; d. In order to drive attendance, encourage local residents to make an emotional connection with the B-17 aircraft and the people who flew and maintained it; e. Demonstrate how the Canadian role of this aircraft contributed to the safety and security of Canada during the Second World War and after; f. Honour and remember the crews who have flown, maintained and supported this aircraft, including those who made the ultimate sacrifice; 3/9

4 AUDIENCES g. Pay tribute to one family in particular whose father, F/L Hillcoat died while returning to Canada in 1945 during an overseas mail run. Efforts are underway to invite his two daughters to speak during Media Day; h. Leverage sponsor connections to the aircraft in order to generate preevent publicity and create irresistible story angles for the media during Media Day; and i. To educate audiences on how our country has been impacted, supported and represented by this incredible aircraft. 15. A mix of social media, mainstream media channels and paid advertising, will serve as the conduit for reaching the major audiences of potential visitors to the event. 16. Internal: a. Vintage Wings of Canada staff, volunteers, members and social media subscribers; b. Gatineau-Ottawa Executive Airport and its stakeholders; and c. Aviation photographers in the NCR. 17. External: a. Communities near CYND where the Sentimental Journey will appear, including Gatineau and Ottawa; b. Vintage Wings of Canada members and blog subscribers; c. Military aviation photographers; d. The Canadian public at large via social media; e. Members of Ottawa and Gatineau city councils; f. Canadian Armed Forces members (including retired veterans); and g. Current and future Air Force members (Air Cadets, potential recruits); 4/9

5 MESSAGES 18. The following messages will be integrated into communications products and activities: Boeing B-17 a. The Boeing B-17 is a four-engine heavy bomber built by Boeing in the 1930s for the United States Army Air Corps. b. The B-17 was primarily employed by the United States Army Air Forces in the daylight precision strategic bombing campaign of the Second World War against German industrial and military targets. The United States Eighth Air Force, based at many airfields in southern England, and the Fifteenth Air Force, based in Italy, complemented the Royal Air Force Bomber Command's nighttime area bombing in the Combined Bomber Offensive to help secure air superiority over the cities, factories and battlefields of Western Europe in preparation for the invasion of France in The B-17 also participated to a lesser extent in the War in the Pacific, early in World War II, where it conducted raids against Japanese shipping and airfields. Boeing B-17 Flying Fortress c. The Boeing B-17 Flying Fortress made an invaluable contribution to the Canadian war effort between 1943 and 1946 by delivering moraleboosting mail to the troops overseas. d. Canada purchased six aircraft from the United States during the war, stripped them of their various armaments and refurbished the aircraft as flying mail trucks. e. 168 Heavy Transport Squadron of the RCAF flew six B-17 bombers out of RCAF Station Rockcliffe. f. By the time the squadron disbanded, it had completed 636 dangerous Atlantic crossings, delivered more than 1,000 metric tonnes of mail, 4,000 metric tonnes of freight and 42,057 passengers on behalf of the Government of Canada. g. The B-17 Flying Fortress made an outstanding contribution to the war effort here at home and overseas by delivering precious, morale-boosting mail to our troops overseas. This provided a vital link between families at home who were desperate for news of their loved ones and our troops overseas who were equally as desperate to hear from their loved ones back home. 5/9

6 6/9 h. The B-17 Flying Fortress also contributed to the peace and security that was achieved by transporting valuable cargo and passengers during the war years as well. i. RCAF headquarters announced on December 21, 1945 that a B-17 aircraft and its crew of eight were missing and presumed lost on a flight from Africa to Rockcliffe. They were never found. j. After the war, the B-17 was used in Canada for photo work and mapping. Roger Hadfield, father of astronaut Chris Hadfield, flew the B-17 in that role and will fly in the nose seat of the Sentimental Journey as a VIP during Media Day and be available for media interviews. VINTAGE WINGS OF CANADA k. The mission of Vintage Wings of Canada is to acquire, restore, maintain and fly classic aircraft significant to the early history of powered flight. A particular focus is on aircraft of Canadian importance. Each airplane in the collection is restored and maintained to the highest standards. They are authentically detailed and operated within the most stringent of safety guidelines; l. The goal of Vintage Wings is to inspire and educate future generations about the historical significance of our aviation heritage and to demonstrate that these aircraft are more than just metal, fabric, and wood artifacts. We seek to keep the souls of these aircraft alive through the thundering sound of engines, the smell of leather, glycol, oil and sweat, as well as the laughter of their pilots as they dance with them in their natural element in the skies over Canada; m. Vintage Wings of Canada is proud to host the B-17 Sentimental Journey from the Commemorative Air Force in Arizona; n. Vintage Wings is also proud to escort the B-17 into the Gatineau Executive Airport using its P-40 Kittyhawk and P-51 Mustang vintage aircraft during Media Day on July 7, 2014; o. P-51 Mustangs were used to escort the B-17 during the Second World War so it is only fitting that Vintage Wings resurrect this historic relationship; p. The B-17 Sentimental Journey visit allows Vintage Wings to demonstrate its commitment to honoring the memory of those who flew and maintained the aircraft, including those who made the ultimate sacrifice; q. RCAF headquarters announced on December 21, 1944 that a B-17 aircraft and its crew of eight were missing and presumed lost on a flight from Africa to Rockcliffe.

7 CYND EXECUTION r. The Gatineau-Ottawa Executive Airport and Vintage Wings of Canada are proud to host this incredible piece of military flying history that has a direct connection to Canada and Ottawa, in particular; s. This is the first time in 70 years that the Gatineau-Ottawa area has seen a fully operational B-17 bomber flying in its midst; and t. The skies over Gatineau and Ottawa will once again thunder with the sound of a 70-year-old Second World War bomber that helped secure Allied victory and bring peace to war-fatigued nations; u. This event gives local residents the chance to see a fully functioning B-17 bomber up close and have the opportunity to take a ride to experience the thrill of military aviation for themselves; v. This event allows Canadians to appreciate and honour the sacrifices made by a generation of young men, some of whom never came home; 19. A committee of volunteers will coordinate all related publicity, advertising and social media activities in close cooperation with potential sponsors and Sentimental Journey staff. ACTIVITIES AND EVENTS Activities and events will take place in support of this event, led by a committee of volunteers from Gatineau-Ottawa Executive Airport and Vintage Wings of Canada; a. Pre-Event Fundraising Campaign. Complete. The Indiegogo fundraising campaign used historical and current photos of the B-17, engaging messaging and a call to action to donate. We also re-purposed the Sentimental Journey promotional video to motivate people to give. The video was so emotionally evocative of the Canadian pride in the B-17, the Sentimental Journey team in the U.S. asked if they could use it to promote their stops across Canada. b. Unfortunately, due to limited resources, we were unable to promote the crowdsourcing campaign publically and were only able to promote it via the unique Facebook page that had been set up prior to Vintage Wings taking the lead for the event. c. The Indiegogo campaign raised $525, which will be used to purchase a seat on the Sentimental Journey for a lucky listener as part of an on-air contest with CBC Radio s Ottawa Morning radio program. This is the number one rated radio show in Ottawa. 7/9

8 d. Social Media Campaign. On-going: i) Messaging will be developed for daily Tweets, Facebook page updates and Instagram; videos will be posted on the Vintage Wings YouTube channel (TBA) and cross-pollinated across all social media channels; e. Hadfield Summitt and Snowbirds Static Display. June 30 i) Table, booth and signage promoting July 7 to event. f. Advertising and Publicity Campaign. i) Lead by a committee of volunteers from Gatineau-Ottawa Executive Airport and Vintage Wings of Canada; ii) Facebook and Twitter accounts will be created to drive audience engagement and ticket sales ( iii) Vintage Wings of Canada will promote the event through their social media channels; iv) Print advertising will be purchased in The Ottawa Citizen and Le Droit in Ottawa and Gatineau. v) A targeted blog post will be sent out via the Vintage Wings of Canada e-newsletter, which reaches 20,000 subscribers directly, inviting people to subscribe to the Indiegogo crowdsourcing campaign. g. Media Day. 10 a.m. July 7. Factors include: COORDINATION i) Media advisory announcing July 7 Media Day event and flight to be released to media on Wednesday, July 2; ii) Call-arounds to English and French media will be conducted on Thursday and Friday July 3 and 4; iii) Aircraft arrival at 10 a.m. Monday; iv) Media photo op and flight; and v) Social media blitz. 20. Holly Bridges Communications (14 years as senior journalist for the RCAF Public Affairs team, ex Vintage Wings publicist and ex CBC journalist) been identified as the dedicated volunteer publicity lead for the execution of this communications plan. She will have the lead for developing and implementing the PA plans for this event, with 8/9

9 input provided by Gatineau Executive Airport, Vintage Wings of Canada and Sentimental Journey. BUDGET 21. This event will be funded entirely through donations and volunteer hours. The only costs associated with this communications plan are paid advertisements, a social media video and signage. The budget has been set at $2,200. EVALUATION 22. Success of the communication effort will be determined through ticket sales (aiming for between 500 and 800 per day), advance photo op ticket sales to aviation photographers, media monitoring, media analysis and social media engagement by using the following evaluation methods, taking into consideration length, position, tone, regions of origin and placement of key messages: a. Media monitoring of event and follow-on coverage (articles/editorials/letters); and b. Social media memberships, shares, posts before, during and after the event; Holly Bridges, APR Holly Bridges Communications holly@hollybridgescommunications.ca 9/9