CATALINA EXPRESS
It’s not widely known that Catalina Express is classified as public transportation, something Southern Californians are not accustomed to compared to cities like San Francisco, Seattle and New York where ferry transport is a key mode of public transportation in addition to trains, subways/metro and buses.
As such the Express plays an integral part in any issue that involves getting residents and tourists to and from the island, including Hurricane Hilary, which was downgraded to a Tropical storm.
The Express, working in lockstep with Los Angeles County and City of Avalon agencies, implemented a smooth and coordinated effort to transport as many residents and tourists off the island who wished to leave.
Goals:
Position Catalina Express and Catalina Island as prepared and ready to safely and efficiently transport Island residents and tourists to the Mainland who wanted to leave in advance of the storm’s arrival. Position Catalina Express as experts in these situations, having nearly 100 years of experience in keeping residents and tourists safe.
Strategies:
1) Position the Express as a resource to breaking news media.
2) Develop corresponding messaging and up-to-the-minute updates for breaking news media.
Tactics:
Contact and update all local breaking news outlets about the evacuation status, provide additional resource contact information to reporters, and respond to queries about various aspects of the operation, coordinating interviews and b-roll or photo requests.
Results:
More than 20 stories in broadcast and digital were generated about the evacuation of residents and tourists from the island, including all local broadcast stations, CNN and the Los Angeles Times. RPR worked closely with the Los Angeles Times on a story written by a local government reporter who was assigned this story.
We were her main contact and coordinated all aspects of the reporter’s needs, from arranging to meet the City Manager and tour the island, to interviewing the Express’ president and others. The resulting headline is: “Catalina got a scary Hilary warning. But the island was prepared.” Additionally, the writer, from outside of California, had never been to the island prior to covering this story and was so enamored by her experience and the people she met and interviewed, she now wants to visit for vacation.
PRESS:
