Case Study
BAE Systems / Saab
OVERVIEW
Period: 1995-2015 (retainer)
Region: South Africa
Sector: Defence
As South Africa transitioned from apartheid to full democratic rule, economic and industrial sanctions and cultural boycotts were lifted. Preparing to play a leading role in African and regional peace and security, the country sought to modernise its ageing fighters, jet trainers, utility and maritime helicopters, frigates, and submarines. The government launched a formal tender process, evaluated proposals, shortlisted preferred options, and negotiated bids with suppliers. In 1995, Plane Talking was engaged by British Aerospace (later BAE Systems) to support its campaign to replace the South African Air Force’s obsolete Impala trainers with modern Hawk 100 jet trainers. In 1996, our brief and contract were expanded to include the Saab Gripen advanced multi-role light fighter aircraft, offered jointly by Sweden and the UK alongside the Hawks.
Services Provided
Strategy – Devised and executed communications strategies to support the marketing, sales, contract negotiation, delivery and entry-into-service of the programme.
Crisis Communications – Developed a local issues and crisis communications plan to address potential aircraft incidents, industrial accidents or major disruptions over the 15-year programme. This included governance matters, hostile reporting on high-risk offset ventures directed by the South African government, and negative coverage of projects or investments that were aborted, failed, or sabotaged (e.g. BAE’s proposed equity investment in Denel, an HIV medical research project, and a gold chain manufacturing venture).
Stakeholder Relations – Built close working relationships with communications leads, Ministers, Directors-General, CEOs and programme directors across partner, state and private entities, including Defence, Public Enterprises, Science & Technology, and the Government Communications & Information Service.
Industry Relations – Managed communications around the Industrial Participation programme tied to the aircraft contract, which required clients to invest in South Africa’s aerospace and defence sectors, as well as a broad range of other industries. Announced numerous projects reflecting South Africa’s economic and industrial priorities, spanning mining and mineral beneficiation, pharmaceuticals, medical research, automotive components, biotech, agri-processing, forestry and timber products, tourism infrastructure, nuclear medicine, ship repair, telemedicine, viticulture, and supply chain management and logistics.
“We extend our sincere thanks and appreciation to Plane Talking for the excellent support, hard work and commitment in making the Hawk project a great success. Along with the other parties and members involved, you displayed a commitment to excellence and this meant a lot to the Project Team and was appreciated. The coverage in South Africa was impressive and all now know the Hawk LIFT programme is a reality and is on track. A special word of thanks to you personally for all the support and commitment to the Programme to date.” — Brigadier General John William Bayne, Project Officer: Hawk LIFT, South African Air Force
Notable Projects
Hawk / Gripen Programmes (1995-2015) – Our role was to provide public relations, public affairs, media, and communications support to BAE Systems and Saab Aerospace during their combined campaign to equip the South African Air Force with modern lead-in fighter trainers and advanced multi-role light fighter aircraft. We positioned BAE and Saab as credible partners for South Africa, supporting the marketing and lobbying campaign for the Hawk and Gripen aircraft systems as optimal solutions for the country’s current and future air defence needs. The project spanned the full campaign, from the inception of marketing efforts through the delivery of the final aircraft and the fulfilment of national industrial participation offset obligations. The combined aircraft contracts were valued at USD 3.7 billion, with the associated offsets delivering over USD 12 billion in economic value.
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