Archer Aviation tasked The Brand Amp to secure national media coverage, embargoed in-person interviews and media event attendance around its New York Network announcement, which was announced the morning of an event that had Archer’s aircraft on display in New York to celebrate the announcement with key media, partners and investors. The Brand Amp PR team engaged top-tier media to not only attend the event, but have embargoed in-person meetings with Archer’s CEO the day before the event took place. Outlets that were briefed under embargo include FOX Business Online, Fast Company, Inc., Cheddar, PCMag, Skift, Axios, Financial Times and Business Insider. In addition, we worked with broadcast outlets ahead of time to secure live interviews for Archer’s CEO once the announcement went live. On the day of the announcement, Archer’s CEO was live on Bloomberg TV and FOX Business to speak about the news of Archer’s NY network. The PR’s team multi-pronged approach on the announcement led to a massive wave of coverage once the news went live. In addition to securing coverage in major national business and tech outlets due to the team’s all-encompassing outreach strategy, the team garnered coverage in mainstream lifestyle outlets such as HYPEBEAST, MAXIM, Men’s Journal, Robb Report, The Manual and more. In total, the PR team booked nearly 16 one-on-one exclusive interviews, 19 event attendees (media) and garnered 137 total placements, accounting for an audience reach of more than 4.1 billion.