In the US, outside of specific categories, branded entertainment is largely self-regulated. Our category of travel and entertainment, especially for nonprofits like our client, does not have any regulations worth mentioning.

Pima Air and Space Museum is basically a vast warehouse of historical content – every airplane and every exhibit holds a wealth of stories. We knew there was no way to do those stories justice, or to even pick one and get national attention – so we created a new story that we hoped would capture the spirit of innovation and heroism that was at the heart of the museum. Also, on a shoestring budget, we knew that it had to be broadly compelling to get the attention of media outlets that would help us carry the message.

Within 3 weeks of launching our historic 45-foot plane, we were able to achieve over 123m media impressions, including 225 unique news outlets and our story was picked up in 9 different countries.

In 1 month, we garnered 53,310 unique website visitors – the site has consistently averaged at 1,500 unique and the teaser video got over 861,000 views.Our real success; however, was felt when we were picked up by a children's blog called DOGO news. Kids continue to read and comment such as "I wish I could make one. I mean that is just so super cool!" – rnstata.