Case Study
Airlines Association of Southern Africa (AASA)
OVERVIEW
Period: 2020-Present (retainer)
Region: Southern Africa
Sector: Airline Industry
Plane Talking provides media relations and communications support to the Airlines Association of Southern Africa (AASA) across Angola, Botswana, Lesotho, Malawi, Mozambique, Namibia, South Africa, Eswatini, Zambia and Zimbabwe. AASA is an industry advocacy group that lobbies regulators and policy-makers on behalf of its members. The Association was formed in 1970 and currently has 16 airline members and 41 associate members.
Services Provided
Strategy – Conducted research, defined key messages, and delivered a clear, compelling narrative that positioned airlines as responsible, science-backed, and safety-focused.
Copywriting – Developed briefing notes, talking points and press releases that translated technical design concepts into lay terms for government advisors and media.
Industry & Government Liaison – Identified key decision-makers within the government and established contact with its chief COVID-19 public health strategist. In parallel, we leveraged relationships with executives at Airbus, Boeing and Embraer to facilitate briefings and knowledge-sharing sessions.
Media Relations – Managed media engagement before and during the events, including attendance, registration, individual interviews, media briefings and distributing news releases and updates.
Crisis Communications – Developed key messages to anticipate and address potential misperceptions about cabin health and safety amid the pandemic.
Market Intelligence — Monitor news from members, regional contemporaries, industry and government representatives on changes to policy, trends and political dynamics.
Notable Projects
ATNS Disruptions (2024 - Ongoing) — In 2024, Air Traffic and Navigation Services (ATNS) suspended more than 200 Instrument Flight Procedures after failing to submit required revalidation paperwork to the regulator. These procedures are necessary for aircraft to operate safely in low-visibility conditions, and their suspension led to delays, cancellations and increased costs across the network. We helped position this as a critical economic issue. By explaining the mechanics and impact in clear terms, we enabled journalists and broader audiences to understand how administrative failures were affecting flight operations and the resulting cost to travel, trade and economic growth. Alongside this, we supported the Airlines Association of Southern Africa in its engagement with ATNS and the Department of Transport. We monitored developments closely and helped shape timely, consistent responses.
Permission to Fly (2020–21) — At the onset of COVID-19, South Africa indicated that commercial flights could remain suspended until year-end, placing significant strain on the aviation sector. Supporting the Airlines Association of Southern Africa and the International Air Transport Association, we focused on addressing the assumptions informing that position. Government medical advisors, led by Salim Karim, had concerns about aircraft safety based on limited information. We facilitated a series of technical briefings with engineers from Airbus, Boeing and Embraer, as well as specialists in cabin air filtration. Over a 10-day period, these sessions clarified how aircraft systems manage airflow and reduce transmission risk. The process informed a revised view. Advisors recommended a phased reopening of domestic and international flights, helping restore activity, protect jobs and demonstrate the value of targeted, evidence-led engagement.
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