Inmarsat Aviation wins prestigious CIPR Excellence award

Leading accolade in recognition of ‘Sky High Economics Chapter 3’ report and the extensive PR campaign that supported its release

The Chartered Institute of Public Relations (CIPR) held its first ever virtual awards ceremony on Twitter last week, with Inmarsat Aviation amongst the winners.

The awards featured a total of 29 categories that celebrated achievements from stand-out teams, individuals and agencies from the last 12 months.

Inmarsat, alongside its marketing communications agency Ogilvy UK, were crowned winners of the ‘Transport or Automotive Campaign’ category in recognition of the third and final chapter of the Sky High Economics report.

Titled ‘Capitalising on Changing Passenger Behaviour in a Connected World’, the study was conducted by Inmarsat Aviation and the London School of Economics (LSE). It found that airlines that have successfully installed connected cabins have an immediate opportunity to win $33 billion in market share from competitors.

The judging panel, which consisted of more than 60 experienced PR professionals, hailed the “true innovation” of Sky High Economics Chapter 3 and the extensive global PR campaign by Inmarsat Aviation and Ogilvy that supported its release.

“By assessing consumer behaviour and considering the customer loyalty impact of an enhanced experience, the campaign was able to demonstrate a real cost benefit of deploying Inmarsat Aviation’s inflight connectivity technology,” stated CIPR.

“A highly sophisticated campaign with thought leadership strategy clearly in play, the nature and scale of media coverage, positioning of the CEO and verifiable impact were clear. With a £15m potential customer pipeline and research clearly demonstrating the transformation of Inmarsat Aviation from challenger to leader brand with growing market share, this was a truly outstanding campaign.”

Inmarsat Aviation Vice President Dominic Walters stated the award was testament to the remarkable team efforts from everyone that contributed to the success of Sky High Economics Chapter three from Inmarsat Aviation, Ogilvy, the LSE and beyond.

“The Sky High Economics series has been an overwhelming success and was designed to provide valuable insights into the opportunities that connectivity provides to the global aviation industry, from important cost savings and efficiencies in operations and safety to exciting new revenue streams and enhanced passenger loyalty from inflight broadband,” he explained.

“The feedback from airlines was extremely positive. They felt the series, which was divided into three chapters over a three-year period, answered many of the burning questions on their minds and helped them develop tangible business cases for their operations. We are delighted to receive this award from CIPR, which not only recognises the impact of Sky High Economics Chapter 3, but also acknowledges a highly successful global PR campaign that resulted in hundreds of positive articles around the world, covering both the aviation and mainstream media.”

Founded in 1948, CIPR is the world's only Royal Chartered professional body for public relations practitioners in the UK and overseas, with nearly 10,000 members.

“If ever there was a time when communication matters most, it’s now. This showcase of great PR talent through the CIPR Excellence Awards highlights just how much can be done with strategic, creative, innovative and impactful programmes that drive behaviour,” stated Sandra Macleod, Chairs of Judges.

“This is a wonderful opportunity to celebrate and bring some positive news to the industry. I would like to congratulate all those shortlisted and especially the winners,” she added.