EUROCONTROL and ACI EUROPE

'Newsdesk produced a first-class book for us and ACI EUROPE - as well as organising a first-class press conference in London to launch it. Excellent media coverage, including broadcast, did much to raise our profile in the UK.'
Christos Petrou
Head of External and Public Relations
EUROCONTROL

EUROCONTROL, the body charged with responsibility for air traffic control in Europe, and the Airports Council International (ACI) EUROPE had commissioned a Newsdesk publication outlining the industry's vision for European aviation. ACI has a lobbying role as the voice of the world's airports and is working jointly with EUROCONTROL to address the increasing growth in European air traffic, predicted to reach a staggering 18 million flights a year by 2020.

In order to gain maximum publicity around the book's publication date, EUROCONTROL and ACI asked Newsdesk to set up a media launch. To attract high-level media interest across both the mainstream and specialist press and broadcast media, Newsdesk decided the launch should focus on three elements: the publication itself, entitled A vision for European Aviation, the long-term future of European air travel and the prospects for air travellers this summer (2006).

Once the news pegs had been agreed, the Newsdesk team swung into action identifying and arranging the venue, creating a media invitation list, compiling press packs and producing an invitation for the main EUROCONTROL / ACI stakeholders and airline representatives.

This involved working closely at every stage with the EUROCONTROL and ACI press offices, acting as media contact point, handling interview bids, and supplying further information for journalists working on articles. Newsdesk also produced a design template to ensure consistent branding and sent beta tapes to the BBC, Sky TV and ITV, including footage of EUROCONTROL's air traffic control centre in Maastricht.

More than 20 different media outlets attended on the day including the main television and broadcast media and writers from the specialist and mainstream press. BBC World, Sky News and BBC Radio all carried a series of interviews with the Director Generals of ACI and EUROCONTROL, generating over 30 broadcast mentions throughout the day, extensive press coverage, both in the UK and Europe. Reportage focused without exception on the role of EUROCONTROL and ACI in ensuring the massive predicted growth in European air traffic is being responsibly managed.