To create top tier broadcast coverage for the launch of Sky’s The Limit Campaign and maximise their appearances on these programmes, to ensure the messaging reaches key parliamentary opinion formers.
Challenge:
A coalition of airlines and airports along with NATS, the UK’s main air traffic control provider, called on the government to show support for the urgent modernisation of UK airspace, in advance of a 40% rise in air traffic by 2030.
Solution:
We worked with NATS on a broadcast media relations campaign to increase awareness among the public, MPs and key decision makers, about the need to modernise UK airspace. markettiers pitched to key TV programmes to cover the story by offering filming opportunities and on-location interviews. We also offered TV stations the opportunity to conduct live broadcasts from NATS Swanwick.
Results:
markettiers achieved top tier coverage nationwide and the results did the talking. NATS’ CEO began the morning on BBC Radio Scotland’s breakfast programme, followed by the agenda-setting BBC Radio 4 Today Programme. The interview was transcribed and uploaded onto the homepage of the BBC News website. ITV sent a reporter to their headquarters in Swanwick where they filmed in the operations room and interviews with NATS for a news package. Four BBC news channels aired the NATS story several times throughout the day. Sky News Radio also recorded clips for their news wire, which was sent to nearly every commercial radio station across the UK.