Positioning AirHelp as a champion for passenger rights

Airhelp is the world’s largest organisation specialising in air passenger rights, helping travellers get compensation for delayed or cancelled flights and in instances of denied boarding.

AirHelp wanted to educate and engage air travellers, media and influencers across the UK and Ireland about passenger rights, building awareness to grow market share and stand-out in a noisy marketplace. As well as positing itself as a trusted consumer champion for passenger rights it also wanted to increase brand recognition and organic search to encourage enquiries and support the uptake of services.

The AirHelp Score Report is one of the most comprehensive and accurate data-based evaluations of airlines and airports, rating them on quality of service, on-time performance, claim processing and online consumer sentiment analysis.

We utilised this data to generate headline driven stories, which were released just before the busiest flight time of the year, the summer. We developed a strong customer first narrative, exploring the failure of air travel companies resulting in travel disruption and the highest ever number of people eligible to claim compensation for delayed and cancelled flights.

Through developing strong media relations with key UK press, we drove positive media coverage of the stories. PR activity was designed to shed light on the significant improvements airlines and operators need to make for air passengers and to hold airlines accountable for poor claims handling.

The campaign resulted in AirHelp’s highest ever week for branded search online. In a one-month period, media coverage had a combined reach of over 291 million, with a 67.7% share of voice against competitors.

69 pieces of UK coverage were secured in the short outreach period, 23 in national media, with 18 direct links back to the AirHelp website.