In the pre-COVID-19 world, air traffic was on a strong growth trajectory. Avinor, as an airport operator, faced the dual challenge of playing a greater role in expanding the international network of routes while addressing the urgent need for sustainable air travel solutions to mitigate the negative impact on the climate. The notion of sustainability in air travel sounds like quite a dilemma, doesn’t it? Not for this Norwegian company.

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A pioneering brand with sturdy roots

As a state-owned company, Avinor is deeply rooted in its Norwegian identity, characterized by embarking into the unknown while maintaining strong community bonds. Present-day Norway channels its spirit of discovery and inventiveness towards environmental stewardship and climate protection. A wide range of innovative technologies are in use to protect the climate and safeguard Norway’s breathtaking natural landscapes.

Norway is leading the charge in renewable energy and electromobility, with plans to electrify regional air travel by 2030 – a goal backed by substantial government funding for research and testing.

With this in mind, we developed a brand story for Avinor that embodies the positive spirit and lays the foundation for future activities.

A positive path forward instead of fear-driven narratives

The brand story is characterized by new beginnings and the thrill of discovery, in deliberate contrast to common negative headlines (flight shaming) and catastrophic scenarios associated with air travel and climate protection. Avinor wants to establish new sustainability perspectives in the aviation industry and lead by example. Working closely with the marketing and key account teams, we developed a multi-year communication strategy based on the brand story that positions Avinor as a forward-looking, sustainable B2B brand.

We began by looking at customer preferences using in-depth interviews and comprehensive research. Avinor primarily addresses the buying centers of international airlines, whose members are responsible for route planning. Airline decision-makers include very different types of people who have very different areas of expertise and very different needs.

From rational analysts to resolute executives, we developed a multi-stage communication plan with tailored customer journeys to reach everyone effectively.

The insights gained from this research were of course made available to all employees. As a small project on the side, the “Charming Vikings” charmingly communicated these customer insights in the form of training materials on the topics of persona profiles, customer journeys, and communicative touchpoints to gain more understanding of the need for a consistent customer focus in-house.

Soaring to new heights together

No one company will be able shape the future of sustainable air travel on its own. It will require collaboration between different areas of expertise and, above all, exchanging ideas. As the first step in our communication strategy, we created the “Explorer’s Society,” a community of professionals that serves as a platform for experts, scientists, and employees in the air travel industry to exchange ideas. A first-rate editorial team provided information and knowledge on all aspects of sustainable air travel for an online magazine, including the latest research findings, market trends, interviews, and guest features by researchers and practitioners. The platform created an interest group whose members inspired one another and discussed potential solutions. This enabled Avinor to transition from being an ordinary airport operator to a thought leader for sustainable aviation.

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Putting a reliable crew together

We also got things moving in-house with the new positioning. A brand can only be effective if it is supported by its staff. We launched an internal blog, “Connect The Dots,” to communicate the new brand identity to Avinor employees and inspire them to join us in our quest. Moreover, as part of an internal change process, team roles were redefined, processes were adapted, and digital platforms were provided for smooth lead management from marketing to Salesforce-CRM and linked to the information on the website. Key account management was also integrated more closely into the early stages of communication, such as on LinkedIn, and received support in the form of storytelling training to help them become credible and enthusiastic corporate influencers.

Moving sustainably into the future

A digital ecosystem of touchpoints ranging from B2B websites, newsletters, online magazines, and social media to sales managers was created piece by piece, facilitating an efficient and targeted customer approach. With the company’s newfound self-image and a topic with high social relevance, the sales team was significantly more successful in attracting attention and acquiring new routes.

In light of the great response and the goal of continuing to foster the exchange of ideas on sustainable aviation among air travel stakeholders, it made sense to raise the visibility of the topic through partners while expanding the Explorer’s Society. Before the COVID-19 pandemic, Avinor was set to host the internationally renowned aviation industry conference “Routes Europe,” which was finally held in Bergen in 2022 following a compulsory hiatus. For the first time, an additional conference day on “The Future of Aviation” was added to the regular schedule.

die firma . experience design designed a comprehensive communication package presenting ideas and visions relating to sustainable aviation for this route negotiation meeting attended by all airlines.

A beacon of hope for the future

The Avinor example shows how a brand can not only transform a company from the bottom up, but an entire market segment as well. For this to work, the brand identity must originate authentically from the very core of the company and be consistent with the company’s image and actions. While Avinor is embracing its roots – its Norwegian identity – it is simultaneously tackling the forward-looking issue of sustainability. In doing so, this airport operator is addressing a socially charged topic that moves people.

But Avinor has gone one step further than simply communicating. As the initiator of a collaborative community, it is offering people the opportunity to get involved and contribute valuable input. With its positive vision, Avinor has become a source of optimism for the future.

Areas of expertise

Strategy

• Target group and customer journey analyses based on international interviews with airline staff
• Developing a multi-level communication strategy and establishing digital lead management activities
• Change management with internal storytelling, along with staff activation and training
• Consulting on Executive Board communications and crisis communication during the COVID-19 lockdown

Brand

• B2B brand definition and creation of a brand story
• Developing a community concept and a platform for airline professionals (Explorer’s Society)
• UX design of digital activities including the B2B website, online magazine, web specials, and microsites, as well as newsletters and digital campaigns
• Developing the overarching dramaturgy of the content, defining subject areas, and producing content
• Adapting and communicating the content of the brand and designing a dedicated conference day for an industry event