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Public Relations/Investor Relations/Brand Marketing Case Study

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Increase awareness with institutional investors post IPO

ISSUE

Genesis Lease Limited, a global commercial aircraft leasing company, came to KCSA shortly after its IPO in 2006, to commence an investor relations program to effectively engage and educate all key stakeholders - the investment community, current and potential customers and the media. Genesis was interested in building awareness with investors and positioning the company as a key player within the commercial aviation leasing industry.

IDEA

KCSA developed an integrated financial services communications program that incorporated investor relations and public relations to position Genesis Lease as a leader in the aircraft leasing space. In order to ensure that the company's key messages and business developments were effectively communicated, an IR messaging platform was developed and used throughout all corporate communications. To build broader awareness of the Company, an aggressive media relations campaign was developed to secure feature stories on Genesis Lease within top-tier business, financial and trade media. KCSA also capitalized on the Company's CEO, John McMahon and his unique perspective and expertise in the commercial aviation industry.

IMPACT

The results of the campaign succeeded in accomplishing Genesis' overall communications objectives. Genesis effectively communicated the company's vision with Wall Street to attain a fair valuation. The financial media relations program yielded significant media results including four appearances on CNBC's Mad Money and a feature in Forbes. In addition, Mr. McMahon, was frequently asked to provide commentary on the airline industry to top-tier and trade media.