CASE STUDY
US Global Investors
Challenge
US Global Investors had been a leader in the mutual fund space for decades when they decided in April of 2015 to enter the ETF space for the very first time with the US Funds Global JETS ETF (JETS). An earlier airline-centric ETF, issued by another firm, had been forced to close in 2013, and US Global wanted to head-off any criticism of their airline ETF.
Solution
Arro formulated a complete go-to launch strategy, including outreach to key ETF commentators and reporters, as well as exclusives with premier publications. We drafted an extremely thorough internal messaging document, interviewing key decision-makers at US Global to ensure that spokespeople had solid answers to journalists’ toughest potential questions regarding the (at the time, in doubt) health of the airline industry and the viability of another airline ETF.
Results
The coordinated PR push from Arro resulted in countless articles and mentions, as well as a TV appearance by CEO Frank Holmes on Fox Business. The launch was so widely covered that ETF Trends observed: “Close to 80 exchange traded funds have come to market this year. With the SPDR DoubleLine Total Return Tactical ETF (NYSEArca: TOTL) being one possible exception, few new ETFs have received as much fanfare and media attention as the U.S. Global Jets ETF (NYSEArca: JETS).”
As of 1/25/23, JETS boasts $2.15 billion in assets under management.