A leading airline group impacted by European legislation found that its low profile in Brussels was hindering its engagement around key issues. The challenge was to build awareness of the Group and its various European operations from scratch, while simultaneously mapping issues and building relationships with key stakeholders.

Strategic Approach:

The Group was given support through a variety of services. This included providing strategic advice on how to introduce the Group and develop a narrative, as well as determining the most effective methods of engagement in EU decision-making processes. In addition, the identification of key legislative issues and relevant stakeholders in various EU Institutions was conducted. The organization of meetings based on legislative milestones, including the development of briefing documents and speaking points, was also facilitated. The development of strong messages and policy position papers was also part of the support provided. Regular monitoring and intelligence gathering of relevant legislative files and key events was carried out. Key Group representatives were given training and upskilling. Finally, an annual strategic review and KPI setting and monitoring were conducted.


Thanks to our ongoing support, group representatives are now very well-connected to key stakeholders, and able to utilize increased visibility to arrange and successfully leverage meetings on a range of relevant policy topics. A robust strategy also helps drive forward continued awareness-building centered on targeted and continually update KPIs.

Building policy engagement and awareness

Leading International Airline Group