Launching a new, low-cost airline within the Canadian aviation landscape is no easy feat, requiring precise language, communication, and timing of activities, while balancing the interests of investors, the airline, regulators, partners, consumers and the general media. NewLeaf Travel required an agency with industry knowledge, extensive media relations experience, and the ability to be strategic, agile, and efficient. Birchall & Associates was engaged to develop a communications strategy and orchestrate a series of airport press conferences to amplify key announcements and developments surrounding the airline’s launch in key markets. The results were phenomenal, garnering millions of impressions, with one of the press events and resulting media relations activities generating over 300 earned media hits over two days. The success was noted by industry insiders, with Birchall & Associates subsequently expanding its travel industry portfolio.