Case Study
Airlink
OVERVIEW
Period: 2009–Current (Retainer)
Region: Sub-Saharan Africa
Sector: Airline Industry
Airlink is a privately owned regional airline based in Johannesburg, operating a fleet of more than 70 jet aircraft across major business and leisure destinations in Southern and East Africa. Established in 1992, its shareholders include its founders, a major mining community development fund, a leading investment fund and, since 2024, Qatar Airways. Plane Talking provides Airlink with integrated external and internal communications strategy, public relations, media relations, public affairs and crisis communications support across all the countries in which it operates, including Southern Africa, East Africa and selected Indian Ocean territories. We also provide ongoing strategic communications counsel to Airlink's CEO and executive management team. Our role is to protect and strengthen Airlink's reputation, support its operational and commercial objectives, and ensure clear, consistent and credible communications during routine operations, periods of disruption, major corporate milestones and crisis situations.
Services Provided
Strategy - Development of integrated external and internal communications strategies aligned to Airlink's business, operational and regulatory priorities.
Media Relations - Proactive and reactive engagement with regional and international media on planned campaigns, operational developments and breaking news.
Crisis Communications - Crisis preparedness, messaging frameworks, media handling, executive support and real-time advisory during incidents and disruptions.
Executive Counsel - Strategic communications advice and hands-on support to the CEO and executive leadership team.
Copywriting - Drafting of press releases, speeches, opinion pieces, briefing notes, Q&A documents and executive messaging.
Stakeholder Relations - Communications support for engagement with regulators, industry bodies, government stakeholders and partners.
Digital and Social Media - Strategic guidance and content support for Airlink's social and online media teams.
Event Management - Communications planning and media engagement for route launches, fleet announcements, industry conferences and trade events.
Training - Media training, crisis simulations and communications readiness planning for senior executives and key operational leaders.
Notable Projects
Various Accidents and Incidents (2009–2025) - Supported Airlink through multiple high-impact crises, including a fatal air accident in Durban (September 2009), a fleet grounding (December 2009), and a severe financial crisis triggered by the bankruptcy protection of its former franchise partner, South African Airways, compounded by COVID-19 travel bans.
Restart Communications (2020) - Developed and delivered internal and external communications around Airlink’s survival and restart strategy, ensuring clear and transparent engagement with staff, regulators, partners and the public. Notably, no employees were laid off or furloughed during the grounding period.
Brand Relaunch (2021) - Led communications for Airlink’s relaunch as an independent airline, including the introduction of a new brand and livery, its own frequent flyer programme and rapid expansion into new regional markets.
Embraer E195-E2 Acquisition (2025) - Advised and supported Airlink on the communications strategy for the order, acquisition, delivery and entry into service of a new sub-fleet of Embraer E195-E2 aircraft. This included OEM coordination, organising a media trip to the Embraer factory in Brazil and executive messaging.
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