When two residents from one of our senior living clients were selected to participate in an Honor Flight, The Ehlers Group recognized an opportunity to tell a powerful story about military service, remembrance, and gratitude. By focusing on the veterans’ personal journeys, we secured earned media that celebrated their service while highlighting the community’s commitment to honoring those who served.
Opportunity
Two residents were selected to participate in an Honor Flight, an experience that recognizes veterans with a visit to the memorials built in their honor. We recognized an opportunity to share their personal stories while highlighting the significance of the program and the community’s support for its veteran residents.
Strategy
Rather than simply announcing their participation, we focused on the veterans’ military service, personal reflections, and the emotional significance of the Honor Flight experience. We coordinated interviews and media outreach to position the story as a meaningful human-interest feature.
Results
The story was featured in Florida Weekly, celebrating the veterans’ service while generating positive earned media that highlighted the community’s culture of honoring and supporting those who served.
Why This Story Worked
The most compelling veteran stories focus on the people behind the uniforms. By sharing the residents’ personal experiences and the meaning of the Honor Flight program, the coverage resonated with readers while authentically showcasing the community’s values.
Read the Florida Weekly article here.