The Challenge and the Work – In March and April of 2022, the Worthington PR & Story team helped Lynx Air, a new ultra-affordable Canadian airline, launch their inaugural flight from Calgary to Vancouver. As a new airline entering the market, Lynx faced low brand and name recognition. WPRS assisted with several events, hosting the Lynx executive team, airport staff and notable media and influencers to create brand affinity. The lead-up to the launch included extensive media relations, public relations and event management.

The Outcome – On April 7, 2022, Lynx Air officially took to the skies with its inaugural flight. Following the first month of operations, WPRS received coverage in 725 articles and garnered a 368.25 million potential reach and an Ad Value Equivalency (AVE) of 4.8 million dollars CAD. Notable news outlets that covered the inaugural flight include CTV News, Global News and CBC News. Lynx Air has now expanded to over 10 destinations across Canada.