Shipping company generates new business through news website
Business Insights, a website from American Airlines Cargo that’s filled with news and opinion, looks and feels like a news site published by a media company.
That also means the company’s PR and marketing departments focus their attention on air forwarders—attracting and retaining their business is how AA Cargo thrives.
Unfortunately, AA Cargo’s traditional PR efforts weren’t spurring the kind of business opportunities it desired, so the shipping company got into the media business. It partnered with Adfero Group to create Business Insights, a website filled with news and opinion on the air cargo industry.
The site’s polished design and well-written articles—plus its ability to hook new business opportunities—have earned AA Cargo top honors in the Best Content Marketing/Brand Journalism Site category in PR Daily’s Digital PR & Social Media Awards.
PR Daily’s 2012 Digital PR and Social Media Awards were presented by Synaptic Digital. Learn more about Synaptic Digital here (pdf).
Content marketing, also known as brand journalism, is the increasingly popular practice of companies forming their own media outlets.
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