When Royal Air couldn't get invited to local events, their marketing advisor's solution was to sponsor them. By paying a small fee, they created their own "invitation," bypassing gatekeepers and proving that direct financial support is the fastest way to gain visibility and participate in the community.
When a contest winner failed to claim Red Sox tickets, the prize went to waste. However, this "failure" was reframed by focusing on the primary goal: the social media buzz, engagement, and expanded reach generated during the contest period, not the prize redemption itself, was the actual return on investment.
The owner of Royal Air shifted her mindset from seeking measurable ROI for their mascot and community events. Instead, success is tracked through "quiet notices": overhearing positive comments, seeing branded buttons on kids' backpacks, and being recognized at events. This highlights the cumulative, qualitative impact of brand-building.
During a rebrand following the founder's death, Royal Air's family leadership approved a new direction, only to call the agency the next day to reverse course. The agency's patience was crucial. This shows that for legacy brands, emotional consensus outweighs creative momentum, and agencies must accommodate that reality.
Royal Air debuted their lion mascot at an event fearing no one would care. Instead, he was a massive hit. A local paper then reported, "and of course, Royal Air's lion was there," cementing the mascot's presence as if he were a long-standing tradition after just one outing, creating instant perceived history.