How The LA PR Firm Helped Caribbean Airlines Achieve Viral PR Success for Their New Fort Lauderdale to Montego Bay Flight
At The LA PR Firm, the team is known for crafting creative and impactful PR campaigns that deliver results. When Caribbean Airlines approached them to help promote their new direct daily flight from Fort Lauderdale to Montego Bay, Jamaica, the challenge was clear—how do you generate earned media coverage for an announcement like this when companies can simply purchase ads to get the word out?
But the team at The LA PR Firm didn’t shy away from the challenge. But we knew we had to think outside the box to make a real splash.
They knew they needed to come up with a story that would resonate with the media and the public. And after a little creative thinking, CEO and Founder, Lisa Lee Arneaud found the perfect angle.
A Creative Story Idea That Stood Out
The breakthrough came when Lisa remembered a recent NBC6 story by Chernèy Amhara, who had covered Nesta Leeloo, a remarkable 108-year-old Jamaican-born Broward County resident. It immediately clicked: how incredible would it be to have Ms. Leeloo on the inaugural flight from Fort Lauderdale to Montego Bay? Not only would it be a unique story about the new flight, but it would also tie in an inspiring personal narrative.
After reaching out to Chernèy, the team pitched the idea, and soon everything was set into motion. Ms. Leeloo, along with five of her family members, were invited to join the inaugural flight on March 11, 2025.
Making Connections for Maximum Impact
The team at The LA PR Firm quickly worked to connect all the necessary parties: Ms. Leeloo, Caribbean Airlines, and Chernèy Amhara. The goal was clear—to create an unforgettable moment that would get the media talking. The invitation for Ms. Leeloo and her family to join the inaugural flight turned what could have been a standard announcement into a touching human interest story that would stand out in the press.
A Viral PR Success
The story was an instant hit. Ms. Leeloo's heartwarming journey back to Jamaica captured the attention of local news outlets and quickly went viral. The coverage from NBC6, along with stories from other media outlets, spread across social platforms, generating significant buzz and bringing attention to Caribbean Airlines’ new route.
The media coverage went far beyond expectations, not only showcasing the airline’s new flight but also highlighting the rich culture of Jamaica and the powerful connection Ms. Leeloo had to her homeland. And of course, the experience made Ms. Leeloo feel like royalty—a true highlight of the campaign.
The Power of Storytelling in PR
At The LA PR Firm, the team understands that great PR is all about storytelling. It’s not just about issuing a press release or sending out a generic pitch—it’s about crafting a narrative that connects with people on an emotional level. By thinking creatively and working closely with their partners, they were able to transform a simple flight route announcement into a story that resonated deeply with the public and the media.
Through careful planning and the right connections, the team helped Caribbean Airlines achieve substantial media coverage without the need for expensive ads. And by making Ms. Leeloo the star of the story, they created a memorable experience that will be remembered for years to come.
The Bottom Line
The success of this campaign is a perfect example of how strategic PR can create lasting impact. By focusing on a compelling human interest story, The LA PR Firm was able to deliver impressive results for Caribbean Airlines while celebrating an inspiring story of Jamaican heritage. It’s a reminder that PR isn’t just about pushing a message—it’s about telling stories that resonate, build connections, and create meaningful experiences.
Ready to see how The LA PR Firm can elevate your brand? If you're looking to craft compelling stories that capture media attention and generate results, contact us today to learn how we can make your next PR campaign a success!
