We think
around corners.
Background
Background
In 2019, Southampton Airport faced a challenge; the only way it could secure its future and protect thousands of jobs was to secure a 164m extension to the northern end of its runway – but the application to deliver this faced intense opposition and the scheme enjoyed little support from elected stakeholders. Cavendish were brought on board from February 2020 to launch a planning communications campaign to secure the planning permission, and thus save the airport.
Southampton Airport has one of the UK’s shortest runways, which resulted in a dependence upon Flybe for 89% of its passenger traffic. While the airport has developed plans to lengthen the runway to reduce this reliance, the collapse of Flybe and the consequent loss of flights presented an existential challenge. Without a runway extension to attract new airlines, the future of the airport was in very real doubt and thousands of jobs across the region were at risk.
Prior to Cavendish’s involvement in 2020, permission was highly unlikely, as 68% of initial consultation respondents objected. Cavendish’s task was to deliver the public, business, and stakeholder support needed to save the airport and offer certainty to job security to thousands of people across the South.
Strategy
Strategy
Cavendish began by seeking to understand whether the organised opposition to the application reflected wider community opinion. We engaged the local community via a promoted Facebook survey to find resident supporters, targeting audiences we expected to support aviation or who depended on Southampton, from neighbours to airport staff to local businesses.
This process informed our strategy: indicating that there was a silent majority who backed the plans; identifying more than 1,800 potential advocates; and revealing the many reasons why people supported their local airport.
Our campaign focused on mobilising these supporters to counterbalance objections, so decision makers were left in no doubt that “the public back the extension”.
We delivered a powerful social media campaign to motivate identified supporters, deploying a range of original creative assets, including Factographics, Quotographics, animated GIFs, short videos, and posters. Our messaging to the public was effective because it was crafted around the responses to our Facebook survey, using the explanations the community found most convincing to mobilise them to action.
Cavendish galvanised supporters to take actions designed to influence councillors: registering planning file comments; writing to members; and sharing positive statements at meetings.
To make the economic case, Cavendish engaged the business community, securing the backing of major local companies, such as Carnival, Exxon, and ABP, as well as the LEP and chambers of commerce in Hampshire and the Channel Islands. At our urging, business groups organised petitions, wrote to councillors, registered planning file comments in support, and spoke in support at Full Council.
We briefed leading councillors, the MP, and Channel Island Governments, leading to support raised in Parliament and scheme amendments securing stakeholder approval.
Prior to the determination meetings, Cavendish delivered a document to councillors setting out the key arguments and emphasising the resident and business support secured during the campaign.
Prior to Cavendish involvement in 2020, permission was highly unlikely, as 68% of initial consultation respondents objected. Our engagement delivered a dramatic turnaround, achieving a decisive vote in favour in April 2021 – the first time a UK airport secured permission for a runway extension since 2011.
The community support we secured was compelling, as the 4,500 planning file comments mobilised and hundreds of letters and Full Council statements made the democratic argument indisputable.
Our engagement with business delivered an unquestionable economic benefits message to members, while our discussion with decision makers led to tangible scheme amendments that secured stakeholder approval.
To publicise and celebrate the completion of Southampton Airport’s runway extension, Cavendish’s national public affairs and public relations teams worked alongside the client to deliver a formal opening ceremony attended by Baroness Vere, Minister for Aviation at the Department for Transport. The event was covered by broadcast and print media across the South of England.
