The middle of the 1990s saw new opportunities open up to Air Canada in Central Europe, but like others in an increasingly cost conscious industry, it had relatively little money to spend on offshore public relations. PR toolbox designed a full-featured yet value-crafted PR plan to raise Air Canada's profile in Germany, Austria and Switzerland. We meticulously rebuilt and expanded on the airline's media address list and used regular press releases, press functions and trips, and one-on-one contacts with media to promote new routes and unique services for both the passenger and cargo divisions. Being well-versed in airline matters and based so close to Air Canada's Montreal headquarters, we were able to develop a rapid response capability in handling literally hundreds of German media queries as mundane as the seat pitch and food in business class on the carrier's transatlantic flights. Where a German-based agency might have required 2-5 days to work around the different time zones, we were able to get answers to German media usually overnight.