AirMall

Changing Public Perception in the Retail Sector

AirMall needed to develop a positive image to retain its state contract and combat a negative public perception of the organization that developed after Unite Here, a foodservice union trying to organize at BWI, had attacked AirMall in the media—this despite the fact that AirMall does not employ foodservice workers or control their wages.

The Client

AirMall Maryland is the concessions developer at Baltimore-Washington Thurgood Marshall Airport.

The Problem

AirMall needed to develop a positive image to retain its state contract and combat a negative public perception of the organization that developed after Unite Here, a food service union trying to organize at BWI, had attacked AirMall in the media—this despite the fact that AirMall does not employ foodservice workers or control their wages.

Our Solution

Clapp 360 Communications used press releases, letters to the editor, pitch letters, bylined articles and executive profiles to generate media coverage that clarified AirMall’s role as a developer—not an employer—in the employment dispute, the wages discourse and state legislation developed in response to the union’s complaints.

Our Results

Press coverage began to swing toward the positive, focusing on the unique dining options in the airport, favorable profiles of AirMall executives and a wage survey that showed BWI concession workers made more than similar workers outside the airport.

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