2013 initiative to promote Business Aviation to policy makers and influencers BBGA Conference, 12 March 2013 Darren Caplan, AOA Chief Executive Peter Botting, Messaging Consultant

Background Need for a limited initiative, looking at promoting the BA industry and its importance to UK plc to targeted audience Need to tease out common messages on: o Sectoral unity o Definition: what is BA, how it complements commercial? o Advocating the importance of BA to UK plc (connectivity, GDP, tax revenues, exports, skilled jobs, etc)? o Disproportionate regulatory regime Participant organisations over two sessions: Airport Operators Association British Business and General Aviation Association Cambridge Airport Gloucestershire Airport Guernsey Airport Harrods Aviation Biggin Hill Airport London City Airport Luton Airport Peter Botting, Facilitator Stansted Airport Net Jets Europe RSS Jet Centre Signature Flight Support TAG Farnborough Airport

PR Messaging Session 1 Messaging Priorities 1.BA definition 4. Value of BA to Users 2.Awareness 5. GA or BA? Integration, mixed messaging and organisation 3.Value of BA to UK 6. Anonymity/Privacy Other issues identified but not rated were: The perception of BA being only for fat cats Lack of policy for GA and BA in national plans Regulations BA a One Voice sector Result of discussions: Audience for PR was parliament, policy makers and the media – not the public Finding and recruiting a messenger or a face was difficult The WHO/WHAT was of primary importance and that a definition of BA was essential and a prerequisite of any messaging exercise Defining a message and explanations of why BA/GA was relevant should be deferred to a later date

PR Messaging Session 2 Strapline defining the sector agreed… Business Aviation: Non-scheduled On-demand Aviation for Business – Unlocking the highest value global economic opportunities for UK business Three main priorities the BA sector can unite behind… Priority 1 – need to articulate the value of BA to UK business, targeting and co-opting the support of policy-makers and influencers: o Need to devise a PR/PA campaign o Case studies and advocates required to bring the campaign to life Priority 2 – need to promote a fair policy framework for BA sectoral growth, involving three components: o Promoting the value of Business Aviation to UK Business (using key messages discerned in Priority 1 above) o Pushing for a planning system/framework which enables BA to flourish o Advocating a competitive tax regime compared to European competitors Priority 3 – need to promote proportionate regulation for BA: o Pushing for bespoke, dedicated security for outbound BA users o Pushing for bespoke, dedicated borders for inbound BA users

PR campaigning 2013 A 2013 BA PR campaign would learn from, and copy, the best of the US No Plane, No Gain campaign ( but would be a modern, bespoke and UK specific campaign focusing on the specific needs, politics, language, culture, attitudes and economic situation of UK : Based on data made available by the industry as well as research and polling commissioned by the campaign where required Involving digital and conventional layers designed to inform, lobby and persuade key policy makers and influencers, including branding, online and social media, case study videos, etc. Including research, further messaging, narrative, and quantifying the value and potential value of BA to UK Could also incorporate dynamic content including video and films and adverts Would such a campaign have BA community support and a commitment to funding?

2013 initiative to promote Business Aviation to policy makers and influencers BBGA Conference, 12 March 2013 Darren Caplan, AOA Chief Executive Peter Botting, Messaging Consultant