720STRATEGIES

Air Transport Association

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In 2007 the Air Transport Association hired 720 Strategies as the grassroots consultant for SmartSkies, a national consumer advocacy campaign to promote fair funding of air traffic control modernization.

720 Strategies developed overall strategy for the campaign as well as messaging, reached out to interested airline employees and the flying public through newsletters and targeted communications, and targeted advertising to recruit new activists in key states and districts. In addition, 720 envisioned, designed and implemented a branded Website portal for each participating airline and worked with the airlines to incorporate the portals into their own grassroots efforts enlisting frequent flyers and employees.  720 also developed ecards and used other viral marketing techniques to expand the activist base.