- Media Alerts
- Media Invites
- Leader Profiling
Aeroviation – Exceed KPI to secure 72 pieces of coverage across broadcast, print, and digital media
The Mission
Aeroviation came to Grow Public Relations to break down the perception that aviation is an elite, restricted career field and to position its founders and young students as accessible, inspiring role models for Singapore families.
The 11-month campaign secured 72 pieces of coverage against an initial KPI of 10 stories, positioning the founders as authority figures in STEM education and youth entrepreneurship.
Client
Aeroviation, a private aviation school in Singapore.
Sector
Recreational flight training, aviation careers and youth STEM education.
Services
Media alerts, media invites and leader profiling, delivered by Grow Public Relations.
Headline Result
72 pieces of coverage across broadcast, print and digital media, against an initial KPI of 10 stories.
The Challenge
Aviation in Singapore reads as an elite, restricted career field. Families do not see it as a recreational pursuit or a youth development pathway, and that perception sat between Aeroviation and every parent it wanted to reach. Grow Public Relations was brought in to break down the inaccessibility barrier.
The school also needed the cognitive benefits of flight simulator technology explained in plain terms, written for local families rather than for the aviation industry. Brand trust had to be built at the same time.
Standard commercial marketing does not shift a belief that old. The strategy moved to thought leadership, putting the co-founders and their young students in front of national news desks and parenting audiences as inspiring, relatable role models.
72
Pieces of Coverage Across Broadcast, Print and Digital Media
Delivered over an 11-month campaign against an initial KPI of just 10 stories, positioning the founders as authority figures in STEM education and youth entrepreneurship
What we did
Grow Public Relations designed and executed a series of PR activations for Aeroviation.
Topical lifestyle and experiential media campaigns. Media invites brought journalists into the school to try its immersive infrastructure, specifically the Duo Flight Simulator Experience. AsiaOne published They Help You Transition From Flight Simulators To Flying The Skies. The Ladies Cue published a guide, Soar with AEROVIATION: An Aviation Adventure for Everyone.
Founder profiling and human-interest storytelling. We profiled co-founders Faris and Nur Fadhilah. Enterprise Zone ran a profile of Faris Iskandar. The Ladies Cue featured Nur Fadhilah Shuib in its Fempreneurs Series. Broadcast followed, with CNA 938's "Your Singapore Weekend with Susan Ng", Warna 94.2 FM's "#BualMalam x #WarnaKejora", and a business feature on MoneyFM 89.3's "The Evening Runway", archived as the podcast Culture Club: Sky's the Limit. You Too Can Be a Recreational Pilot in Singapore!.
Student milestones and graduate success stories. We pitched the story of 16-year-old student Mohd Anaqi Mohd Rizal, who obtained his recreational pilot licence in Australia. It ran on Berita MediaCorp and MustShareNews.
Strategic infrastructure and holiday activations. The launch of Aeroviation's Kallang Place headquarters was pitched to holiday planners. The Wellness Insider included the school in its June holidays guide, and Berita Harian ran a full-page editorial, Sekolah penerbangan Aeroviation kian tebar sayap.
The Results
The 11-month PR campaign established Aeroviation as Singapore's leading private aviation school.
72 pieces of total coverage, against an initial KPI of 10 stories.
Tier-1 broadcast, print and digital placements. Validation across SPH and Mediacorp outlets, including MoneyFM 89.3, CNA 938, Warna 94.2 and Berita Harian.
Reputational equity built. The campaign shifted public perception around recreational flight training and positioned the founders as authority figures in STEM education and youth entrepreneurship.
Frequently Asked Questions
How does a flight school get media coverage in Singapore?
Aeroviation, a private aviation school in Singapore, earned coverage by giving journalists something to do rather than something to read. Grow Public Relations ran media invites at the school so writers could fly the Duo Flight Simulator Experience themselves, then pitched stories built on that visit. Lifestyle desks took the hands-on angle, with AsiaOne and The Ladies Cue both publishing features. Family titles took the cognitive benefit of simulator training. News desks took the founders and the students. Across 11 months the programme produced 72 pieces of coverage. The method holds for any venue. Let the media use the thing, then pitch what they felt.
Which PR agency in Singapore works with aviation training and youth STEM brands?
Grow Public Relations handles PR for aviation training and youth STEM brands in Singapore, and Aeroviation is the reference campaign. The agency ran media alerts, media invites and leader profiling for the school across 11 months, securing 72 pieces of coverage against an initial KPI of 10 stories. The work landed across broadcast, print and digital, including MoneyFM 89.3, CNA 938, Warna 94.2 and Berita Harian. Grow Public Relations profiled co-founders Faris and Nur Fadhilah as authority figures in STEM education and youth entrepreneurship, and placed a student milestone story with Berita MediaCorp and MustShareNews.
How do you get a student's achievement into the news?
Aeroviation had a 16-year-old student, Mohd Anaqi Mohd Rizal, who obtained his recreational pilot licence in Australia. Grow Public Relations pitched it as a news story with a named person, an age, a place and a qualification, which is what a news desk needs to run something. Berita MediaCorp covered it and MustShareNews picked it up. Student milestone stories work because they make an unfamiliar field feel reachable. A parent who assumes flight training is closed to ordinary families reads about a teenager who did it. The proof arrives as a person instead of a claim, and that changes the reader's mind faster.
How long does a flight school PR campaign take to build coverage?
Aeroviation's flight school PR campaign with Grow Public Relations ran for 11 months and finished with 72 pieces of coverage against an initial KPI of 10 stories. Volume like that builds in stages. Early activations introduce the school and its simulators to lifestyle desks. Founder profiling then earns broadcast slots on CNA 938, Warna 94.2 and MoneyFM 89.3, which take longer to secure and depend on the presenter's schedule. Student milestones and the Kallang Place headquarters launch supply fresh news pegs later in the year. A short burst of activity produces a handful of stories. Sustained activity over 11 months compounds into a media profile.
How do you reach Malay-speaking audiences through Singapore media?
Grow Public Relations placed Aeroviation stories with Malay-language outlets alongside the English ones. Berita Harian ran a full-page editorial, "Sekolah penerbangan Aeroviation kian tebar sayap". Warna 94.2 FM hosted the founders on "#BualMalam x #WarnaKejora". Berita MediaCorp covered student Mohd Anaqi Mohd Rizal earning his recreational pilot licence in Australia at 16. Malay-language media reaches families who will never see the English lifestyle feature, and it carries real weight with them. For a school selling an unfamiliar pursuit to parents, that reach matters as much as the national English titles. Pitch each outlet on its own terms and in its own register.
How do you get journalists to visit a new venue?
Aeroviation's Kallang Place headquarters gave Grow Public Relations a reason to invite media in, and the Duo Flight Simulator Experience gave them a reason to accept. Media invites work when the visit offers something a journalist cannot get from a press release. AsiaOne and The Ladies Cue both published after coming in. The Wellness Insider included the school in a June holidays guide for parents, which is a different desk with a different deadline. Timing invitations to a launch or a school holiday window gives each desk a publishing reason. Without that peg, an invitation is only an open door.
