Southampton Airport 

Our role

Cavendish developed and delivered an integrated planning communications and stakeholder engagement campaign designed to secure planning permission for the runway extension. 

We began by testing whether organised opposition reflected wider community sentiment, using targeted digital engagement to identify supporters across local communities, airport workers and regional businesses. This revealed a significant “silent majority” supportive of the airport and the economic role it played across the South. 

Using this insight, we built a mobilisation campaign focused on demonstrating visible public and business support for the extension. Alongside a large-scale digital engagement programme, we secured backing from major regional employers, business groups and political stakeholders, while supporting direct engagement with councillors, MPs and regional decision makers. 

We also worked closely with the airport to strengthen the economic and regional growth narrative around the scheme, positioning the extension as critical infrastructure linked to jobs, connectivity and long-term economic resilience. 

The challenge

Following the collapse of Flybe, Southampton Airport faced an existential challenge. 

Without a runway extension to attract new airlines and reduce dependence on a single carrier, the long-term viability of the airport — and thousands of associated regional jobs — was at risk. 

The proposed runway extension faced intense political and community opposition, with early consultation responses suggesting planning approval was highly unlikely. The airport needed to reshape the debate around the project, strengthen political support and demonstrate broader public and economic backing for the scheme.