How We Turned Crisis Into Credibility
Explore how aerodromes were guided through their most challenging moments, protecting reputations and maintaining operational continuity when it mattered most.
Shoreham Airshow Tragedy: 2015
On August 22, 2015, a Hawker Hunter jet crashed into a car park during the Shoreham Airshow near Brighton City Airport. The incident resulted in 11 deaths and 16 injuries—the deadliest UK airshow accident since Farnborough in 1952.
Brighton City Airport faced unprecedented media scrutiny, regulatory investigations, and public concern. The incident threatened the airport's operational license, reputation, and future viability. OISAviation's Head of Aviation, Bonnie Church, led the crisis response through years of intense media engagement, AAIB investigations, and inquest proceedings.
The Challenge
Managing national headlines, police investigations, AAIB inquiries, and a multi-year inquest while maintaining airport operations and stakeholder confidence. The incident dominated the national news agenda for days, requiring sensitive management of bereavement issues, media filming requests, and public tributes.
Crisis Response Timeline
Day 1: Immediate Response
On-site crisis team managed initial press calls within minutes. Established press office away from incident site due to complete mobile coverage outage. Coordinated immediate liaison with Sussex Police and Civil Aviation Authority PR teams. Established strategic position: keep airport management out of press narrative as the incident was not an airport event.
Week 1-2: Media Management
Managed 24/7 media engagement across national outlets. Declined all filming requests from major news channels out of respect for victims and to protect investigative site integrity. Coordinated sensitive bereavement messaging, public tribute protocols, and airport website statements. Monitored all reporting for inaccuracies. Worked closely with airport management in advisory capacity on all communications.
Months 1-6: Investigation Phase
Managed AAIB investigation communications. Coordinated with police and coroner's office. Maintained positive media relationships while protecting airport interests during sensitive inquiry phases.
Years 1-4: Inquest & Recovery
Guided airport through years-long inquest proceedings. Managed sensitive media coverage around findings. Supported airport's return to normal operations and reputation recovery.
Ongoing: Stakeholder Relations
Maintained relationships with media, regulators, and community. Positioned Brighton City Airport as a responsible, safety-conscious operator. Supported long-term reputation recovery.
Operational Continuity
Brighton City Airport maintained its operational license and continued flying operations throughout the crisis and investigation.
Stakeholder Trust
Maintained confidence among regulators, tenants, and the aviation community through transparent, professional communication.
Reputation Recovery
Successfully repositioned Brighton City Airport as a responsible operator. Today, the airport thrives as a respected regional hub.
Strategic Lessons Learned
1. Speed & Transparency
Immediate, honest communication during the first hours sets the tone for all subsequent coverage. Delays and evasion create narrative vacuums filled by speculation.
2. Regulatory Alignment
Coordinate messaging with regulatory bodies and emergency responders. Unified communication protects all stakeholders and builds public confidence.
3. Long-Term Perspective
Major crises don't end with initial headlines. Years-long investigations require sustained, consistent communication to maintain stakeholder confidence.
4. Relationship Capital
Pre-existing relationships with journalists and media outlets become invaluable during crisis. Invest in these relationships during calm periods.
Repositioning a Leading UK Pilot Training Academy
A well-established commercial pilot training school based in the South East engaged our team to execute an integrated brand and PR strategy. The objective was to strengthen brand authority, increase high-value enquiries, and position a niche academy competitively against multinational industry giants.
Through a complete brand overhaul and a high-impact media relations campaign, we successfully transitioned the business from a tactical operator to a data-led category leader in brand perception.
Market Context & Challenges
The "Cost Myth"
Courses perceived as inaccessible (£100k+), creating a psychological barrier for 17–21-year-olds and their financial gatekeepers.
The "Big Three" Dominance
The market was historically dominated by two or three multinational providers with massive revenue and press share.
Cyclical Nature
Enrolment heavily influenced by airline hiring cycles and public perception of the aviation industry's health.
Our Strategy: The "Human-Centric" Pivot
The core opportunity was to reposition pilot training as achievable, aspirational, and employment-led. We moved away from corporate, cold aviation imagery toward a brand identity built on transparency and personality.
1. Brand Identity & Creative Overhaul
We executed a top-to-bottom rebrand to modernise the school's digital storefront. A new logo and high-end photography replaced dated assets. A full website redesign focused on user journey optimisation, highlighting the "family feel" of the campus. All web copy was rewritten and a high-spec physical brochure produced to communicate a premium yet accessible experience.
2. High-Impact PR & Media Relations
We moved the PR narrative beyond simple course announcements into high-level thought leadership and social impact. The Managing Director was positioned as a key commentator in national and trade media, including national press, radio, and local TV.
Data-Led Storytelling
Leveraged industry research and FOI requests to create news releases that challenged sector myths, specifically comparing the cost of a degree vs. pilot training.
Women in Aviation Campaign
Launched a dedicated initiative to drive female enrolment, securing a high-profile feature in Stylist magazine and conducting interviews with female captains to normalise the career path.
Strategic Partnerships
Established a scholarship scheme with the Honourable Company of Air Pilots, following students' journeys to create an emotional, long-term narrative for the brand.
Event Leadership
Designed and managed high-impact presences at Pilot Careers Live and Careers in Aerospace, facilitating direct relationships with major airlines like British Airways, EasyJet, and Ryanair.
Major press placements in a single year
New engagement from core 18–34 demographic
Graduate employment rate
Industry voice via Pilot Career News
Outcome & Future Scalability
The school successfully pivoted from a low-ranking academy to a high-visibility competitor. By focusing on employability (91% employment rate) and transparency, we built durable brand equity that survived even the most competitive market shifts.
Five Durable Pillars for Growth
PR Expansion: Proprietary data-led stories that break into the national press.
Social Storytelling: Instructor and cadet video diaries that "make it real."
Academic Integration: Collaborations with universities to offer degree-linked training.
Community Building: Ongoing alumni success stories and testimonials as social proof.
Targeted Positioning: A "Trained in Britain" campaign emphasising UK-based flight training quality.
Other Notable Cases
Woman in Gold Filming Controversy
Managed media response to controversial filming of Nazi flag scenes at Brighton City Airport for the film "Woman in Gold." Balanced artistic freedom, historical sensitivity, and community concerns.
VIP Event Management
Coordinated communications around high-profile VIP visits and events. Managed security protocols, media access, and public messaging to ensure smooth operations.