Flying Matters.

The Brief

One of the hottest topics around at the moment is climate change. Flying Matters, a coalition giving a voice to the aviation industry, was formed to present a balanced argument to the issues of aviation and climate change. The prestigious lobbying board counts British Airways, Boeing, Virgin, easyJet, and many more amongst its backers. We were delighted to win a three-way pitch in order to create Flying Matters' online presence. As one of the most visible elements of the coalition's campaign, the site's main purpose was to encourage debate, comment and opinion. Our brief was to keep it clean, credible, professional, and easy to update by a busy campaign office.

The Approach

With presenting the case as clearly as possible being of utmost importance, we adopted a broadsheet editorial style, essentially letting the content speak for itself. Following the theme through, the left hand side of the home page features a virtual billboard space, to carry campaign messages. The site allows Flying Matters to upload editorial, video and audio feeds for live streaming, and includes a comment section for the group to present arguments on specific topics. Given the pace needed in order to make the site viable and useful, we worked hard to ensure that video content would stream live within the site using minimum download time.

And What Did We Learn?

The site has received acclaim amongst the industry, and traffic to the website consistently spikes after PR or media activity. The feedback from coalition members themselves has been positive, and very importantly, the site features highly in search engine listings for relevant topics.