Most Successful Product Launch to-Date

Mirus Most Successful Product Launch to-Date RoosterPR

Coverage Hits.


Press Interviews.


Online Views.



“On the stand, Kestrel impressed. Yes it is pitched at 28”, but the space is well used and the ergonomics even for this 6”3 journalist allowed for knee clearance from the seat in front with the knees apart.

An executive a couple of inches shorter was able to achieve knee and shin clearance with knees together- quite remarkable for such a dense seat, and very much not the case for some comparable seats at 28” pitch.”

John Walton
Runway Girl Network

The launch of Mirus’ latest product – the Kestrel, a cutting-edge, ultra-lightweight aircraft seat – provided the perfect opportunity to cut through the noise at one of the aviation industry’s biggest events of the year: Aircraft Interiors Expo in Hamburg.

AIX sees the world’s biggest airlines and aircraft manufacturers come together to promote new products, attract customers and reconnect with old faces. AIX 2022 was the first to return post-pandemic, so it was sure to be a big event.

Capitalising on Rooster’s myriad of strong journalist relationships, we developed a targeted PR approach to generate media coverage and interviews, as well as in-person engagement at the event.

Having developed the messaging and narrative surrounding the Kestrel, offering interviews with Mirus’ CEO, Ben McGuire, and a unique opportunity to view the seat at AIX before it was officially launched, we captured the best possible media attention we could hope for from the show.

This resulted in a series of four interviews conducted throughout the duration of the show, as well as two in-depth, personal reviews of the product from journalists trying it out for themselves.

A total of 11 pieces of coverage were generated for the launch of the Kestrel across key aviation trade publications globally, including in the printed show magazines handed out to delegates during the show.

Alongside this, a tailored social media calendar was created to drip-feed information and build interest in the Kestrel ahead of its launch and during the show.

This carefully curated PR and social approach, combined with the true innovation of the product, contributed to one of Mirus’ most successful launches to date, generating remarkable interest from media and potential new clients alike.