National Air Traffic Service

National Air Traffic Services (NATS) handles some of the busiest and most complex airspace in Europe. Working with Ipsos Mori, NATS commissioned research looking at public attitudes to some of the biggest issues facing the industry, from flight paths and the environment, to the growing use of drones and digital control towers. The results of the survey made for fascinating reading and MindWorks was briefed to help NATS communicate these key findings to a range of interested audiences, with objectives being to:

Set the benchmark in the industry
Position NATS as thought leaders and the go-to organisation for public opinion on flying and related topics
Maximise leverage of the research
Demonstrate to NATS airport and airline customers that the organisation has an interest in the topics that matter to them and the wider industry

While the research was of interest to multiple audiences, we focused on targeting:

airport operators and airlines
NATS internal organisation, including business development teams
Flying/general public

After analysing the report and data sets for the most relevant detail, we prepared text and graphics for each topic and a complete messaging matrix. We designed and built a microsite to show key findings in an engaging and easy-to-digest way, and designed a promotional leaflet to be used as a handout, illustrating and explaining the core research highlights and directing people to the website to find out more.

The client was delighted with how information was conveyed to multiple audiences via the microsite and the leave-behind promotional leaflet. Both were highly successful in underpinning the brand purpose of positioning NATS as engaged, sympathetic and dedicated professionals while also confirming them as thought leaders in the industry.