AMM - July 2022

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AIRLINE A M M MARKETING 88 2022 Issue

July

MONTHLY

Aviation Marketing Monthly

July 2018

United Airlines Good Leads the way Climate Friendly Travel with CarbonClick The Delta Summer Wall Airline Safety Video round-up

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Airlines and migrant deportations


AVIATION MARKETING MONTHLY - JULY 2022 Table of Contents : Cover Story United - Good Leads the Way Featured Campaigns ANA - We Are Japan Bonza Local Legend Northern Pacific - Crowdfunding SkyTeam Sustainable Flight Challenge Sustainability News Takeaways From Season One of Sustainability in the Air Dutch Govt Caps AMS Flights For Sustainability – A Sign Of Things To Come? Time to get over Greenwashing in aviation eVTOLs showing more promise Special Supplement Climate Friendly Travel - Why carbon offsetting should form a core part of your sustainability strategy, with CarbonClick Aviation Marketing Campaigns Air New Zealand Safety Video British Airways Trunki kids’ suitcases Cebu Pacific - Big ComeBakasyon’ Delta’s D-Day Flight Etihad A350-1000 FAA - Be ATC Istanbul Grand Airport (İGA) - World Autism Awareness Day JetBlue Blade Partnership Jet2 Free Child Seats Liverpool Airport - Jack the lad Lufthansa - Lovehansa Malaysia Airlines Safety Video Qantas Rome launch Southwest Airlines AVIATION MARKETING UK Government - GetMONTHLY Travel Smart Produced by Simplivisible, on behalf of SimpliFlying Simplivisible Ltd, 27 Old Gloucester St, WC1N 3AX SimpliFlying Pte, 152 Haig Road, #13-04, 438791, Singapore, www.simpliflying.com 2 AMM July 2022 2 || Editor AMM- --Dirk July 2022editor@airlinemarketingmonthly.com Singer,


EDITOR’S NOTE While this issue was being put together, the Dutch Government announced flight caps from 2023 at AMS for environmental reasons. With the industry already being on the receiving end of a lot of negative coverage anyway, climate change arguments are only getting louder. As a result I wondered if now is the time for a campaign to talk up how aviation makes the world a smaller place. One that would run in tandem with sustainability initiatives. United’s “Good Leads the Way” shows what that could look like. It’s an excellent humancentric campaign with a strong sustainability theme that zeroes in on how an airline can be a force for good. As a result, it’s a more than worthy choice for our cover story. Sustainability as a whole is a big focus of much of the issue. We look at the SkyTeam sustainability challenge, where member airlines engaged in friendly competition as to who could run the most sustainable flights. We’ve also got a special supplement from our friends at CarbonClick, looking at how best practice carbon offsetting fits into airline sustainability strategies CarbonClick was in fact involved in one of the SkyTeam sustainability challenge campaigns, when they worked with SimpliFlying’s consultancy arm on Saudia’s entry the longest carbon net positive flight. Do you work for an airline, airport or other aviation company and do you have a campaign in the pipeline that you think we should know about? Email me - dirk AT simpliflying. com Alternatively, I’ll be at the Farnborough Air Show this month, find me there!

Dirk Singer Editor, AMM / Research Director, SimpliFlying

AMM is produced by the Flying Rabbit LP on behalf of SimpliFlying. See past issues at aviationmarketingmonthly.com)

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Cover Story

United - Good Leads the Way Later in this issue we make the case for an industry-wide campaign showing how aviation is a force for good, which should be run together with sustainability initiatives. United arguably is showing how this should be done with “Good Leads the Way.”, our cover story for this month. The centre-piece of the campaign is a feel-good, optimistic video ad. According to the airline, the idea behind the ad is “Connecting People. Uniting the World.” Every day, we help unite the world by connecting people to the moments that matter most. This shared purpose drives us to be the best airline for our employees, customers and everyone we serve.” The ad itself then has a narrative focusing on people, with three clear themes. Sustainability, and the airline’s commitment to SAF comes through early with the narrator saying “it’s a sci-fi story about a trash that fuels a plane”.

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There’s of course a focus on staff, such as a young African-American girl who wanted to become a pilot (cue a shot of her as an adult United pilot). And finally the theme of connecting people and fostering human contact and relationships features strongly. As well as the “anthem film”, United is publicising the campaign in a number of different ways. There is an Out of Home poster campaign,

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that has imagery including “a mix of inspirational moments to authentically document United employees and passengers.” The out of home campaign includes largeformat outdoor and in-airport placements within United hub markets. Then of course, the campaign is being pushed on digital platforms and social media. Since being launched, there have been a number of extra ‘Good Leads the Way’ spin-offs.


Juneteenth Flight For example, on the Juneteenth vacation, which marks the end of slavery in the United States, United ran a special ‘Juneteenth Freedom Flight.’ This involved United taking 100 Houston School students from disadvantaged backgrounds taking a special flight over Texas out of IAH. For many, it was their first time on a plane. The United cabin and flight crew for this special flight were all black. United also released a special video to mark Juneteenth, starring 95 year old Opal Lee, who helped make Juneteenth a national holiday. In the video (which features black United staff) United says that it is celebrating, “her legacy, Black excellence, opportunity and joy as our Black Business Resource Group, BEACON, alongside pilots, flight attendants, customer service representatives, ramp service employees and maintenance technicians helped new aviators take flight.”

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New amenity kits United has also launched a new range of amenity kits, with the launch press release making a nod to the ‘Good Leads the Way’ campaign. These come from lifestyle travel brand ‘Away’ and feature three different designs, a hard shell type kit for Polaris business class (international flights), a ‘sports pouch’ for those flying long haul international premium economy and a zip case for transcontinental business class.

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Key takeaways Airlines have attracted years of negative publicity and coverage. There was the pandemic with the controversy around bail-outs and Covid restrictions. Now, there are the current daily headlines about post pandemic airport chaos. And of course the industry is under pressure from climate change activists. As a result, a campaign with this kind of messaging is needed. United says that ‘Good Leads the Way’ film is a story about an airline “on a mission to do good in the air and beyond, making the world a happier, safer, greener, more inclusive, more fascinating place.” It’s a human-centric campaign putting United’s people - staff - and customers at the heart of it.

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It focuses on human interest stories and leaves out stereotypes of frequent flyers clocking up status miles in lounges (a key focus of environmental campaigners demanding frequent flyer taxes), and instead focuses on happiness, inclusion, discovery, fascination. And yes, sustainability. The special ‘Juneteenth’ freedom flight was an excellent way for United to show that ‘Good Leads the Way’ is more than an empty slogan, and it will be interesting to see how the airline brings this mission statement to life in future. See as well the interview United CEO Scott Kirby did with Shashank Nigam as part of the ‘Sustainability in the Air’ podcast, looking at United’s net zero strategy, it’s substantial investment in Sustainable Aviation Fuel (SAF), and its bet on newer technologies such as hydrogen-electric aircraft.


FEATURED CAMPAIGNS ANA - We Are Japan

Japanese Airline ANA has featured prominently in previous years of AMM for its excellent destination marketing campaigns. In September 2017, the airline was on the cover of the magazine for the “Is Japan Cool” initiative. The website, which is still live, takes different elements of Japanese culture from Ramen to Cosplay, and highlights them for global audiences, encouraging them to travel to the country itself - naturally on ANA. Then in March 2018, we featured ANA again for the “Experience Class” campaign, fronted by musician Steve Aoki. The campaign aimed to explore Japan and Japanese culture in a “unique, authentic way”, and included curated playlists from Steve Aoki on Spotify.

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Finally, in May 2018, we wrote a piece about “We Are Japan”, a constantly updated destination guide to Japan, hosted on Tumblr. When we met with ANA in London later that year, we were told that the site was being maintained by the European marketing team, with the content being produced by guest bloggers. Fast forward more than four years, and We Are Japan is still very much up and running. Not only that, but in June 2022, it had a complete revamp. It now sits on a standalone site. That site has much higher production values than the original Tumblr blog. It is also now in French and German, as well as English, implying that the main audience remains European visitors to Japan.


It’s more interactive, allowing you to create your own itineraries, and you can browse different experiences grouped under ‘craft’, ‘nature’, ‘food’ and ‘wellness.’ Creating your own itinerary involves going through an interactive map, and looking at short destination videos. You star the destination videos you like, and once you’ve starred three (you can select up to 20), you get a personalised video itinerary - a kind of video tour. Needless to say, this makes for a much richer experience than a text based, list type itinerary. Finally, creating an itinerary (which isn’t dependent on you having booked tickets with ANA), will see you being entered into a competition to win return business flights to Japan.

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Uma Thurman videos The new website is being promoted via a series of videos featuring actress Uma Thurman, who has starred in a lot of films set in Japan, for example the ‘Kill Bill’ movies, directed by Quentin Tarantino. In the video, Thurman discusses her relationship to Japan and the number of times she has been (she has lost count), and talks about what makes going to Japan special for her. The Uma Thurman link is being promoted on social media via paid for posts (I had a sponsored tweet on my feed), and on Facebook. ANA is also posting different experience videos on Facebook to draw visitors back to the site.


Key takeaways We liked the old We Are Japan campaign, we love the new one even more and there are many reasons why we’ve featured it again. First of all, ANA’s campaigns have longevity, they are allowed to work over time. This one has been running for over four years, but with the switch to a new website, it is also being constantly refreshed. Secondly, it’s a rich and interactive experience, as seen through the personalised video itinerary you are given. It is obviously timely, as Japan is starting to open up again post the pandemic. Since June 10th, tourists are allowed to enter from ‘blue list’ countries provided they

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are sponsored and registered on the Entrants, Returnees Follow-up System (ERFS) by an approved Japanese travel agency. Obviously, this will be the first step in a loosening of entry requirements. Then the Uma Thurman connection works. It’s more than just a case of ‘pay a celebrity some money to say nice things’, she has a clear affinity with the country. The only thing missing from our point of view, and one that travellers will increasingly be looking for, is a section on sustainable tourism, something that up and coming destinations like Saudi Arabia are really focusing on. Other than that though, ANA has delivered another best in class example of destination marketing.


Bonza - Local legend Australian LCC Bonza has yet to start flying (the latest date is September), but its marketing campaigns are in full swing. For example, in one announcement, Bonza committed to “100% Australian food and drink.” As part of that, Bonza encouraged travellers to download the Fly Bonza app on the Apple App Store or Google Play and be able to vote for their favourite local products, with a chance to win flights. Bonza also generated media coverage around its announcement that it was “throwing out the rulebook” with a “wear it your way” cabin crew uniform. The new uniforms are more casual in nature than standard crew outfits, and include combinations of tailored shorts, a white cotton t-shirt and blazer which features purple trim, a trouser option, shirt dress and sleeveless coat. The airline says cabin crew can mix and match from the approved items and so are not pushed into any gender specific combo. “Local legend” is the latest campaign, which is being done to highlight the different Bonza destinations in Australia. Taking place in areas served by Bonza, entrants had to post a video on Facebook or Instagram sharing “why their hometown is Bonza” (Bonza also being slang for great), and tagging the airline. Finalists were then taken to a voting stage, with the winner in each town receiving free flights with three others on an inaugural flight, a “taste testing” of the “all Aussie” menu, a chance to “road test” the new uniforms, and an unspecified future role in events.

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Key takeaway We’ve featured two new airlines this month that have yet to start operations (but are well on the way there), and both in different ways seem to be trying to build up a community of advocates and ambassadors pre-launch. Northern Pacific (see next story) is doing so via a crowdfunding campaign, with a very low ($100) entry point. Bonza’s tactic looks like a much pared down version of what the now defunct WOW Air did with its 2018 ‘WOW Travel Guide’ (May 2018 issue of AMM).

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Applicants from around WOW’s international network submitted almost 5000 videos about their home cities and towns for a chance to become an official WOW Air blogger and to spend the Summer creating content for the airline. The interesting thing about the Bonza promotion is the vague mention of these Bonza local legends being involved in Bonza events in the future, which does indeed suggest that the idea here is to create some kind of on-call content creator and influencer panel.


Northern Pacific’s crowdfunding campaign Has crowdfunding come to the airline world? A number of years ago, a UK entrepreneur tried to run a crowdfunding campaign for “Firnas Airways.” Starting with a single Jetstream 31, the vision was to create Britain’s third long-haul airline alongside British Airways and Virgin Atlantic. (See AMM, April 2018). It never turned out like that of course, and Firnas Airways vanished without a trace. However, Anchorage based airline Northern Pacific hopes for its crowdfunding campaign to have a different outcome - and rather than relying on a single Jetstream, it’s already much better resourced than tiny Firnas Airways was - four 757 aircraft have already been acquired. Business Traveller neatly sums up Northern Pacific’s core proposition as “Icelandair,

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but Alaska.” Just as Icelandair (and WOW successor Play) tries to take a chunk of the transatlantic market complete with Iceland stop-overs, Northern Pacific seeks to do so with the trans-pacific route. In particular, the airline plans to serve cities in the states of New York, Florida, California, and Nevada, with direct flights to cities in Japan and Korea through Anchorage over the Northern route. In fact, in the crowd-funding campaign, Northern Pacific specifically mentions Icelandair and its $1,5 billion revenue. So what’s Northern Pacific’s crowdfunding campaign about? Especially as it already has aircraft, a livery, and plans to move into the North Terminal at Anchorage. Paxex.aero says that “the limited potential total investment suggests this effort is much less about the money than it is the publicity.”


This was very much our thought too, it’s about building up a core community who have a stake in the airline, will be ambassadors for it, and will fly it again and again. The total funding amount is not huge, $5 million, in the greater scheme of things (the desired valuation by 2025 is $1 billion). and the entry point is low - $100. Also, the perks directly relate to Northern Pacific flights. For example, if you invest $250 you get free drinks during 2023. If you invest $1000, you get $1000 in flight vouchers, and so on. Key takeaway In a previous life, I worked with a creative agency that had a lot of Chinese electronics clients. These brands invariably ran kickstarter or Indiegogo campaigns prior to the launch of a new product. The products were rarely dependent on the crowdfunding campaign, they would usually see the light of day anyway. However, running crowdfunding campaigns were seen as a way to drum up pre-launch buzz, with any funds raised being a bonus. That seems to be the case here. As mentioned, the entry levels are quite low, and the perks you get directly encourage you to fly Northern Pacific - and after having parted with some of your money you are likely to do so anyway, and tell all your friends. As a result, this exercise has gained Northern Pacific a community of advocates, some free media coverage, and a modest amount of funding.

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SkyTeam sustainable flight challenge In May, 16 out of the 18 Skyteam airlines took part in the Sustainable Flight Challenge. This is an initiative, where alliance members were invited to see who could find the most sustainable way to operate one single flight in their existing networks. The inspiration of the challenge, which came from KLM staff, was the 1934 MacRobertson Air Race from London to Melbourne. As we were going to press, SkyTeam announced the winners. With awards being given out across 14 categories, SkyTeam says that in total its member airlines generated over 700 unique innovations and an average CO2 emissions reduction of 15%. Here are a few airline initiatives that caught our eye:

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Aeromexico - Finalist in three categories Aeromexico chose a flight to Vancouver for the sustainable flight challenge. Each passenger received a reusable cup to drink their drinks throughout the flight, the use of plastic was minimised, the blankets used on these flights was created from the recycling of PET bottles and plastics and sustainable products and catering were offered on board. Aeromexico also agreed during the flight to double each passenger donation to its Vuela Verde voluntary carbon-offsetting program, which supports sustainable projects throughout Mexico. Viasat partnered with Aeromexico to allow the airline to offer free in-flight Wi-Fi to the passengers on board. When connecting to the onboard Wi-Fi, passengers were presented with an option for sponsored internet. After clicking on the banner, customers were directed to an Aeromexico webpage detailing the steps taken to reduce the environmental impact of their special flight.

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Air France - Winner “boldest move” category Air France’s entry to the challenge focused on two commercial flights, one to Montreal operated by an Airbus A350 and the other to Lisbon on May 4, 2022, operated by an Airbus A220. Air France says that these newer aircraft consume 20 to 25 per cent less fuel than previous generation aircraft. The Air France flight to Montreal was fuelled with 16 per cent Sustainable Aviation Fuel (SAF) and the flight to Lisbon with 30 per cent SAF. Air France’s flights were part of the wider “Air France ACT“ initiative, a programme that aims to reduce CO2 emissions by 30 per cent per passenger-km by 2030 compared to 2019. This is backed up by a slick and informative website.

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Delta - Winner, best innovation in-flight Delta’s contribution to the challenge was to take what it says is its most fuel-efficient aircraft in-service today, the 737-900ER, and powering it with a fuel blend that included 400 gallons of sustainable aviation fuel. With the flight departing for Salt Lake City, this is a record for the largest amount of SAF used on a flight out of Atlanta. Delta says that it has also been looking holistically at the impact of its operations, and as part of that, is focusing on reducing waste and contributing to a more sustainable aviation industry. Customers received Delta’s new premium and eco-conscious amenity kits, which eliminates five single-use plastic items per kit.

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These kits were created in partnership with Someone Somewhere, a Certified B Corporation that combines Mexican traditional handcrafts with innovative products. Delta’s partnership with the brand has created jobs for more than 250 people in five of Mexico’s most vulnerable states. Customers seated in First Class, also selected from an array of more sustainable menu offerings, such as meat sourced from ranches that practise regenerative land management and locally grown vegetables. First Class customers also chose their meals before boarding, allowing for weight optimization.


ITA - Winner, best waste management Italian airline ITA ran two sustainability flights, one from Rome to Amsterdam, and another from Rome to New York. The airline concentrated on four areas: Operational efficiency, the use of SAF, eliminating paper with a digital newsstand, and eco-sustainable and compostable materials on board with the aim of minimising the use of plastic. Passengers were offered a sustainable catering service, waste was recycled, and the carbon emission of the flight was offset through the reforestation projects that the company is supporting in Africa and South America.

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KLM - Winner Lowest CO2, Long Haul A KLM flight to Edmonton and a KLM Cityhopper flight to Porto, operated by the Boeing 787-10 and Embraer 190 respectively, were powered by a fuel blend consisting of 39% SAF. KLM says that both flights saw a wide array of new weight-reduction measures on board. World Business Class passengers were asked to choose their preferred meal in advance, for example, and AI modelling was used to predict inflight water requirements, ensuring that the precise volume was catered. Passengers were told that they were on a special flight, and were given information on how they can travel more sustainably, for example by supporting the airline’s CO2ZERO compensation programme or by contributing to SAF. Pilots also worked with air traffic controllers to fly the most efficient route, avoiding the detours that flights often face. KLM says that. a total of more than 50 existing and new measures were taken aboard both flights.

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SAUDIA - Winner best customer engagement SAUDIA, the national flag carrier of the Kingdom of Saudi Arabia, operated the world’s longest net positive flight thanks to a partnership with Enviro-tech business CarbonClick. For this, it was a finalist in the “greatest CO2 reduction medium haul” category. A total of 346 tonnes of carbon emissions, including radiative forcing impacts by a factor of two, were offset on a commercial passenger flight SV227, from Jeddah to Madrid, making the flight net-positive. CarbonClick took the contribution from SAUDIA and put it towards the generation of clean wind electricity for communities in India. From the offsets bought, wind turbines can be powered for 26 days, generating clean energy for the local population. CarbonClick provided a landing page for guests on all SAUDIA flights allowing them to voluntarily offset the carbon emission of their travel. The flight also saw the world’s first inflight sustainability lab, where passengers contributed ideas on how air travel can become ‘greener.’ This was complimented by a staff session at SAUDIA’s headquarters in Jeddah. Guests on the SAUDIA flight were invited to

submit ideas on greener air travel, covering the flight itself, time spent at the airport and arriving at the destination. After the meal service, each guest was given three post-it notes (printed on recycled paper), where they wrote down their suggestions, before handing the notes back to the cabin crew. The notes were then displayed on the bulkhead for all passengers to interact with. The in-flight lab was mirrored by a similar ‘ideas initiative’ that took place at SAUDIA’s headquarters in Jeddah, involving the airline’s employees. In total, over 150 unique ideas were submitted by guests and SAUDIA team members. In total, over 150 ideas were crowd sourced on how SAUDIA can become more sustainable. Passengers on board the flight were told about its sustainability mission, both on the ground in JED and on board. As well as the customer engagement award, SAUDIA won the staff engagement award, alongside other SkyTeam airlines. (Note - Our parent company SimpliFlying’s consultancy division was involved in coming up with this initiative, and helping to make it happen. For more information, contact Shashank Nigam - shashank AT simpliflying.com)

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TAROM - Winner, Lowest C02, Medium Haul

TAROM’s entry concentrated on operational efficiencies on a flight from Bucharest to Amsterdam. This included the “OptiFlight” system, the “Continuous Descent Approach” procedure and the “Single Engine Taxi” procedure,combined with the complementary actions of the airport authorities within Bucharest Henri Coanda International Airport and international airports. SITA’s OptiFlight system, in use by TAROM, uses artificial intelligence in optimising the flight climb-out segment to reduce emissions. As part of SkyTeam’s Sustainable Flight Challenge to find the most sustainable way to operate a single flight , TAROM leveraged the OptiFlight solution to optimise the climb-out phase of its flight.

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On an annual basis, using the OptiFlight solution at TAROM to optimise the climbout phase would deliver estimated savings of 40 tons in fuel and 126 tons in carbon emissions per aircraft tail. Key takeaway It’s becoming ever more important for airlines to demonstrate their sustainability credentials, and this was an innovative way for SkyTeam airlines to do so - as well as to raise the profile of the alliance at the same time. Putting in a friendly competition element also meant that there were several stages of the initiative that could be used for content, including the actual flights taken by the 16 airlines that participated, and of course the winners’ announcements.


SUSTAINABILITY NEWS Takeaway From Season One Of Sustainability In The Air By Ayushi Badola, SimpliFlying

Sustainability in the Air is the world’s first podcast dedicated to sustainable aviation. In the podcasts, SimpliFlying CEO Shashank Nigam has in-depth conversations with top aviation leaders, breaking through the clutter and providing a clear roadmap for a net-zero future. The idea of sustainable aviation sounds bizarre if not oxymoronic. With nearly 2.1% of all human-induced CO2 emissions produced by aviation, the growth of air travel raises pressing concerns about sustainability. Consumers are conscious of the impact of aviation on the Earth and have become wary of air travel. The adoption of the 2050-net zero resolution by the International Air Transport Association (IATA) aligned the global air transport industry’s goals towards reducing carbon emissions through collective action. When we launched the Sustainability in the Air podcast on Earth Day 2022, we

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set out to explore the intricacies of the sustainability challenge. The looming threat of climate change demands innovative solutions that can only be arrived at through careful research, analysis and debate. We can hope to build a stable, sustainable future only with a realistic grasp of the present. In each of the nine episodes of Season One, we looked at different aspects of aviation through conversations with airline and tech CEOs and research-based environmental nonprofits. Each episode introduced a new challenge impacting aviation and how the industry is coming together to solve it.


We learnt about sustainable aviation fuel, carbon offsetting, using hydrogen as an aviation fuel, electric aeroplanes and the role of technology, governance and collective action in decarbonising air travel. This is only the beginning. Through our podcast, we hope to start and lead conversations about the future of aviation in the right direction. We hope to put together a scaffold upon which a sustainable future can be built. If you’ve not heard the episodes yet you can jump directly to them or read the recap below:

Episode 1: Tony Douglas, CEO of Etihad Airways discusses Etihad’s proactive efforts to attain the 2050 net-zero goals. Episode 2: CarbonClick CEO Dave Rouse and COO Michelle Noordermeer share how radical transparency and building trust is vital for airlines to implement carbon offsetting programs.

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Episode 3: Scott Kirby, CEO of United Airlines explains how United is the carrier to look up to when it comes to sustainability strategy and investments. Episode 4: Universal Hydrogen co-founder, John-Paul Clarke shares how Hydrogen can help airlines reach their net-zero goals.

Episode 5: JetBlue Technology Ventures (JTV) President Amy Burr speaks about how JetBlue’s technology investments are helping the aviation industry move towards sustainability. Episode 6: Dr. Patrick Gruber, CEO of sustainable aviation fuel company Gevo, talks about why sustainable aviation fuels are the future of the industry. Episode 7: Harbour Air Seaplanes CEO, Greg McDougall, shares how Harbour Air is paving the way for sustainable aviation through their innovative electric aircraft technology. Episode 8: Graham Webb, Pratt and Whitney’s Chief Sustainability Officer, discusses the company’s sustainability strategy and shares how aeroplane engines can move the industry towards net-zero. Episode 9: ICCT Program Director, Dan Rutherford dives deep into the future of sustainable aviation and the trajectory airlines and governments need to follow to get to net-zero emissions.

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Our Take: Season 1 in a nutshell By Shashank Nigam Sustainability issues are always fraught with strong opinions, largely because of how large corporations tend to lean towards tokenism and greenwashing instead of substantive efforts. However, hearing airline CEOs talk about sustainability with such passion was illuminating and refreshing. The desire for change is genuine and there seems to be a significant movement in the industry towards making plans for net-zero. With new statistics about global warming adding to our anxieties each day, we tend to become impatient and wish for dramatic, radical change, forgetting that the real world is intricate. Effecting change takes time and continual effort and discussion. So many of the innovations discussed during the first nine episodes have been possible because of smaller changes compounded together. There is merit in believing in smaller disruptions and incremental changes, especially when the idea of those bigger capitalismsubverting changes seems so abstract at the moment. Change is possible. We may want to dream big but it’s okay to start small. In fact, starting is where change begins. Every drop matters, every effort counts as long as we’re in this together. Sustainability, after all, is about cooperation not competition. And soon, we may realise that a new world may not be as far as we think it is. If you’d like to know when Season 2 of our podcast releases, subscribe to our news list, and we will let you know as soon as it is live.

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Dutch Govt Caps AMS Flights For Sustainability – A Sign Of Things To Come? A common claim by climate change activists is that technological innovation and increased use of Sustainable Aviation Fuel (SAF) won’t be enough to get to net zero. They say that the only way to curb carbon emissions from aviation is to suppress demand and cap flights. Indeed, as we showed in a recent sustainability newsletter, for some it goes as far as wanting airline advertising treated in the same way as tobacco or alcohol advertising, with appropriate warnings. Now in a possible sign of things to come, the Dutch Government has decided to cap flights from Amsterdam Schiphol for noise and environmental reasons, in particular NOx emissions – nitrogen oxides. According to the Queensland Govt (Australia), “elevated levels of nitrogen dioxide can cause damage to the human respiratory tract and increase a person’s vulnerability to, and the severity of, respiratory infections and asthma. Long-term exposure to high levels of nitrogen dioxide can cause chronic lung disease.” As a result, flights to and from AMS will be limited to 440,000 a year from November 2023, 11% below the level of 2019 and 20% under the capacity set by the previous government.

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Not surprisingly, IATA is not happy and director general Willie Walsh had this to say about it: “We are seeing a throttling of air connectivity, which has been steadily built up for 100 years and supported large parts of the Dutch economy and the aspirations of millions of Dutch travellers.” IATA also says that NOx emissions from aircraft account for only about 1% of total NOx deposition in the Netherlands, and put forward suggestions for altered flight paths to reduce aircraft noise. The Netherlands is obviously one of the countries where the climate change movement is strongest. For instance, KLM has run ad campaigns touting its green credentials, and has then promptly been taken to court by campaigners for so-called greenwashing. However, this could be a signal of what’s in store. It could also suggest initiatives such as frequent flyer taxes or levies are moving up the agenda. Here is why: 1 – Most people are not frequent flyers, and it will seem reasonable to some that those who fly more should pay for polluting more 2 – Noise and climate change activists are good at shifting public opinion in communities near airports, and with them their political representatives. One example is the way most West London MPs in the UK are regularly against Heathrow expansion. 3 – The pandemic showed us that Governments won’t hesitate to slap restrictions on international air travel if they need to show some quick wins, and that the public response will be relatively muted. Again, coming back to the first point, most people are not frequent flyers. 4 – In fact, even during the current disruptions at airports across Europe, Governments have been quite slow to act, however, negative publicity about ruined Summer holidays is prompting some movement. The industry needs to go on the offensive

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So what’s to be done about it? Of course, showing that airlines are serious about sustainability is one part of the equation, and a recent report by the ICCT was encouraging, saying that it would be possible for the industry to meet its targets – albeit at a cost. However, as we said as far back as December 2019 in our ‘Flight Shaming’ special report, there also needs to be a renewed focus in reminding people that aviation has made the world a smaller place. That aviation is not just about suits clocking up their status points in lounges, but instead that aviation is a force for good in areas as diverse as medicine, cultural and academic exchanges, and family reunions. IATA has in the past run a campaign headlined the ‘business of freedom’. We’d suggest perhaps removing the word ‘business’ but using some of the themes in the video above and bringing out real human interest stories of people whose lives have been changed for the better by aviation. This then should run in tandem with environmental campaigns showing that the industry is serious about net zero, with concrete proof to show that the road-map is not ‘greenwashing.’ Indeed, that’s one reason why we chose United as our cover story - the current ‘Good Leads the Way’ campaign does an excellent job of weaving together a strong sustainability message with a reminder of why aviation has benefited society as a whole.

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Time to get over Greenwashing in aviation By SimpliFlying CEO Shashank Nigam

Sustainability will be one of the biggest communications challenges for airlines postpandemic. According to a new study by the lobby group Airlines For America, over half of Americans think that aviation is responsible for more than 10% of emissions. In fact, 15% of survey respondents think that airlines alone account for over 30% of the world’s emissions. This is alarming on two levels. Firstly, aviation contributes to less than 3% of carbon emissions. Secondly, it seems that the average Joe did not get the memo about all the efforts airlines have been taking of late towards net-zero emissions. Unfortunately, airlines may have themselves to blame for this perception.

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Greenwashing galore Airlines around the world are turning regular announcements into green celebrations. On Earth Day, the US ultralow-cost carrier Frontier came out with a campaign claiming that it is the greenest airline in America. This was based on the fact that they have some of the newest aircraft and pack the most seats in them, resulting in the lowest emissions per seat. While that claim is true, Frontier’s executives can’t deny that these decisions were taken years ago to save fuel costs, rather than to take care of the climate. In its claims to be the greenest airline, Frontier did not share any net-zero emissions goals, announce sustainable aviation fuel flights or ink a carbon offset deal. All assertions were about new engines and slim seats. Across the Atlantic, SWISS announced a partnership with Google Cloud. It is a typical technology deal to house all the airline’s data on Google’s platform. Consolidating data from multiple systems will help SWISS better plan which type of

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aircraft will be most efficient for a particular route, which would ultimately save fuel. But the press release had a sustainability spin in the title, incorrectly signalling to the reader that addressing climate change was the driver of this decision to move to Google Cloud. In South America, Avianca launched a new program that sends notifications to passengers on overbooked flights to switch to other available flights in exchange for frequent flyer miles. Proactive communications help both the customer and the airline. But the program was touted as a major push toward sustainability by the airline. Load optimisation and proactive notifications being disguised as sustainability appear far fetched. The vendor powering this technology even calls its platform “GreenLeaf”! Touting green credentials without sustainability being the driving force behind them is known as greenwashing. Some airlines are ratting hollow cans. Over-communicating about sustainability creates distrust in the industry as a whole. But even airlines that have started to check the box on sustainability measures are not doing it right.


Lack of transparency When Norse Atlantic announced new flights from Oslo to North America it gave an option for passengers to voluntarily pay to offset their carbon emissions.

Yet, there are very few airlines that are taking the big steps and communicating them well among stakeholders.

When I went through the booking flow, I could pay $6 to offset my emissions from New York to Oslo while flying in “Premium Class”.

United Airlines has invested in electric aviation and does a great job around visionary storytelling, with its CEO Scott Kirby leading from the front.

The amount didn’t change if I changed my seat to “Economy Lite”.

Alaska Airlines introduced boxed water and its customer satisfaction ratings went up. Fiji Airways has a conservation program that saves the habitats of endangered turtles - something that appeals to its clientele in the South Pacific. Delta Air Lines and JetBlue have both been flying carbon neutral throughout the pandemic thanks to carbon offsets.

That’s about US$0.01 per kg of carbon regardless of class flown. For comparison, Bill Gates spends sixty times as much to offset his travels. Moreover, there was no information about where my money was going and if the airline would take a cut. The process didn’t inspire trust. Across the Pacific, Qantas launched a green tier for its frequent flyer program with much fanfare recently. It allows travellers to purchase carbon offsets using miles for their daily activities, like driving a car and earning miles. But Qantas didn’t specify which projects the offsets would go toward and when. Moreover, the miles I earn by taking green actions can be redeemed for Qantas flights, which ultimately may increase my carbon footprint, not decrease it. The program needs to be thought out better to be truly appealing. While some airlines are taking initial steps around sustainability, they are rough around the edges. All of these put airline communications teams on the back foot when it comes to communicating about sustainability. Rebuilding trust in travel In a recent conversation I had on my sustainability podcast with Etihad boss, Tony Douglas, he asserted that the commercial

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viability of airlines will soon depend on their sustainability efforts.

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Yet, it seems that very few Americans know about these measures. So it’s not that airlines are not taking steps toward reducing emissions. There is a significant knowledge gap and travellers need to be educated urgently. Radical transparency needs to come through in all communication efforts. Hence, sustainability will need to be a top priority for the C-Suite as well as the Communications teams at airlines going forward. Shashank Nigam is the CEO of SimpliFlying and the host of the podcast “Sustainability in the Air” featuring interviews with industry CEOs.


(Picture above, a Lilium aircraft)

eVTOLs showing more promise Every week we see news of a new eVTOL venture, promising zero carbon commutes in major urban centres. In mid June for example, Tomasz Patan, who is also the chief technology officer of Jetson, shared a video of how he flew the company’s $83,600 vehicle ONE from his home in Tuscany to work, cutting the usual travel time by car by nearly 90 per cent.. Then there was Archer Aviation, which said it had recently begun testing a prototype called Maker with a new configuration that supports “transition flight”—the transition between an aircraft being lifted by vertical propellers and being carried by the wings for horizontal movement. In terms of transitioning, German company Lilium, perhaps one of the best known and funded operators in this space, said it reached that milestone earlier this month. Meanwhile Wisk Aero (funded by Boeing and the Kitty Hawk company, among others) envisages “freeways in the skies”, and is currently working on an urban mobility project with the city of Long Beach, California.

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Deloitte expects eVTOL aircraft to be common in major cities by 2030, acting as a ride-hailing and ride-sharing service within and between cities. In fact, a report by Insight Partners, says that the eVTOL market will be worth $1.75 billion by 2028. There’s been some scepticism about the medium term feasibility of hydrogen / electric commercial aviation. But at the smaller, shorter range end of the scale, it is slowly becoming a reality. Heart Aerospace and ZeroAvia for example both have orders from airlines for the 19 seat commuter aircraft each are working on. They will be used for short hops from small regional centres to major hubs (which as an aside, complicates the argument that short distance air travel needs to move to rail transport). Then, further down at an urban commuter level, eVTOL aircraft are showing promise, getting funding and the technology is becoming a reality.


SPECIAL SUPPLEMENT

Climate Friendly Travel: Why carbon offsetting should form a core part of your sustainability strategy

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TABLE OF CONTENTS Introduction ............................................................................. 37 About CarbonClick Climate Action Made Simple ..................................... 38 Common questions around carbon offsetting answered .................................................................................... 39 Spotlight on Michelle Noordermeer, Co-Founder & Chief Operating Officer at CarbonClick............................................................................... 42 Aviation’s impact on climate change and the challenges for sustainability in aviation............... 43 Carbon offsetting - bridging the gap for a Net-Zero future in aviation ............................................45 The role travel agents and airports can play in voluntary carbon offsetting..............................................49 Who does CarbonClick work with? ....................... 50

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INTRODUCTION Sustainability and the challenge the aviation industry faces in reaching net zero is a major theme of this month’s issue of AMM. As we’ve said in past issues, dealing with climate change is the big issue facing the industry over the next few decades. However, although Qatar Airways CEO Akbar Al Baker said that reaching net zero would be “very challenging” at the recent annual IATA summit, it’s also not impossible to achieve. In fact, the International Council on Clean Transportation (ICCT),has said that we can reduce aviation emissions enough to keep global warming below 2 degrees. This will require a lot of international cooperation, investment and Government help. . Fossil fuel use by the industry will also need to peak in the next three years. Any scenario of reaching net zero by 2050 requires a massive upscaling of sustainable aviation fuel as well as the development of new technologies such as hydrogenelectric aircraft. But these SAF quantities are not here right now, and these new technologies are often still at prototype stage and will require years, possibly decades, to develop to being widely accessible. . There is however a tool which is available, and that can be deployed at scale right now, namely carbon offsetting. There’s a lot of misinformation around carbon offsetting, with many thinking it just involves planting trees every time you take

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a flight. A handful unscrupulous operators have also given the sector a bad name. This is why it’s important to work with a credible provider, which properly accounts for and audits all its projects. Our partner CarbonClick is B Corp certified, with an overall B Impact score of 106.7, far higher than the score of 80 required for certification. Every project is verified by 3rd party registries and meets UN Sustainable Development goals. To take just one example: One of the projects CarbonClick supports is the delivery of solar water heaters to Indian communities and businesses, helping to avoid the burning of coal. So far, 91,124 solar heaters have been installed, generating free, clean hot water for schools, households and hospitals. This particular project has resulted in over seven million kg of CO2 mitigation, and meets five UN Sustainable Development Goals. In this special supplement, we’ve partnered with CarbonClick, to talk more about carbon offsetting, and how airlines and airports can effectively use it as a key tool in their sustainability strategy. We look at some of CarbonClick’s projects, talk about best practices in this space, and examine how airlines can substantially increase the sometimes low passenger participation rate in voluntary offset Want to know more about CarbonClick in the meantime? Head over to their website.


ABOUT CARBONCLICK - CLIMATE ACTION MADE SIMPLE CarbonClick was established in 2019 to make climate action simple, meaningful and trustworthy. It emerged after its founders worked on the voluntary carbon offsetting for a major airline. They could see the potential these programs had to help restore the planet, but also realised that taking climate action is complex, expensive and time-consuming, and not widely trusted by consumers.

With one simple click at the point of purchase, thousands of customers are taking climate action that is immediate and trustworthy, supporting real projects that make a difference to people and the planet. Each project supports several UN Sustainable Development Goals.

They knew passengers were unlikely to offset the carbon emissions on flights unless they could demonstrate high trust, and could integrate carbon offsetting into the booking process.

After making a contribution, every CarbonClick customer immediately receives a verified receipt which they can use to trace their offsets to high quality reforestation, biodiversity and clean energy initiatives in some of the world's most vulnerable ecosystems.

CarbonClick was formed to remove all of these barriers, making it simple, costeffective and transparent.

CarbonClick CEO Dave Rouse says,

Today, CarbonClick is a global leader in climate action, working with over 1,000 brands across airlines, airports, loyalty programmes, corporate travel and hotels, as well as e-commerce, retail and Web3. CarbonClick is helping its partners, like Etihad Airways and Amadeus, to accelerate their sustainability journey by providing their customers the choice to

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offset the environmental impacts of their purchases.

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"Yes, it is about making a positive impact on climate change for the planet, but these projects also affect positive change on people and communities." In 2022, CarbonClick earned the esteemed B Corp Certification, recognising the company for meeting and maintaining the highest standards for environmental performance, social impact, accountability and transparency.


COMMON QUESTIONS AROUND CARBON OFFSETTING ANSWERED Carbon offsetting can make a tangible difference to the environment and to communities worldwide. More to the point, unlike other solutions, it can be deployed at scale right now. However, there are some groups that have strong views against it. Currently, the voluntary offset market is under-regulated, leaving us with a huge disparity in both the value of a credit and the climate impact it has. The voluntary carbon market is rife with low-quality carbon projects. Individuals and businesses are using these projects to offset their emissions which actually are not delivering on promised climate benefits, or that have serious negative consequences for biodiversity and human rights. The key is to partner with a provider that audits and accounts for all projects, and this is the case for CarbonClick, which goes so far as to measure the carbon offsetting schemes it is involved in against UN Sustainable Development Goals. Here we provide an introduction to carbon offsetting, and answer some of the common questions and misconceptions around it.

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What is carbon offsetting? Carbon offsetting is a way to compensate for unavoidable carbon emissions right now. This is done by purchasing an amount of carbon credits equal to the emissions produced by an activity. Each carbon credit represents one tonne of carbon removed by verified projects that reduce carbon emissions - like growing, protecting and restoring forests which absorb them - or avoid carbon emissions - such as developing clean energy solutions in place of fossil fuels. So, while the carbon emissions associated with an activity have still happened, they have been offset because an equivalent amount of carbon has been absorbed or prevented somewhere else - often with wider-reaching social, environmental and ecological benefits attached. If the positive impact of this support negates the negative impact they have, i.e. if the emissions avoided equal the original emissions of an activity, that activity is said to be “offset”. In most circumstances, the activity or product can now be classified as carbon neutral as far as you’ve offset.


Is carbon offsetting all about planting trees? It is a common misconception that all carbon offsetting is done through tree planting. In fact, carbon offsetting happens via a vast array of different climate projects that either remove or avoid greenhouse gas emissions from entering the atmosphere. These include reforestation and avoiding deforestation, renewable energy projects that replace coal generated electricity or energy efficiency projects like improved cookstoves, that give communities more efficient cooking methods which means they use less fuel. Contrary to common misconceptions, projects that support reforestation and avoid deforestation already absorb greenhouse gases, therefore, the carbon offsets have an immediate impact. Demand for carbon credits is expected to increase, and there is a finite amount of forestation-based carbon credits available. Clean energy projects absorb similar amounts of emissions while continuing to be available at scale. CarbonClick’s approach to carbon offsets is to work with customers to create custom project “baskets” which can consist of one or up to 5 different projects. CarbonClick works with its customers to select the right project or projects that will have an effective and relevant impact, resonate most with respective consumers and that fulfil a desired price point.

What should you look for to ensure a provider sources high quality carbon offsetting projects? CarbonClick only short-lists projects that comply with its independently verified offsetting selection methodology, which uses many of the same stringent requirements of ICROA Code of Best Practice. Internationally, CarbonClick offsets projects which have been certified by the most reputable registries, such as the Gold Standard, Verra Carbon Standard and the American Carbon Registry. These standards provide a methodology framework, independent verification process and a registry, ensuring emissions reductions are real, additional, permanent, measurable, verified, unique and support co-benefits and biodiversity.

How do you know the money you pay to offset has an impact? CarbonClick pre-purchases and then immediately retires the carbon credits. This transparent reimbursement model means that you can immediately see the retirement certificates from the projects you are supporting and know your contribution is having a direct impact. While this creates a greater financial risk to CarbonClick, it offers market-leading transparency as customers do not have to put faith in us to pool and eventually offset in the future.

Wouldn’t the project in question have happened anyway? A commonly heard criticism of carbon offsetting is that you are paying for initiatives that would have happened anyway, meaning the actual positive net impact is zero.

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This question is referring to additionality, arguably the most important criteria for an offsetting project. For a project to be additional it must not be possible without the funding from carbon credits. CarbonClick rigorously audits projects to ensure that additionality criteria is being met and your money is having a direct impact.

Why do so few passengers take part in voluntary carbon offsetting programmes? Most airline carbon offsetting programmes suffer from three problems. They are not integrated into the actual booking flow, the consumer doesn’t understand what s/he is getting, and the consumer also often doesn’t trust that their money is going where the airline says it is. CarbonClick’s partnerships are designed to address all three of these areas.

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SPOTLIGHT ON MICHELLE NOORDERMEER, CO-FOUNDER & CHIEF OPERATING OFFICER AT CARBONCLICK Michelle has a passion for aviation that is evidenced by her two-decades in the sector. From flying planes to teaching others how to fly planes to advancing through the analytical and strategic aspects of the sector with Air New Zealand to moving into the airport side of the business with Auckland International Airport, it is fair to say that Michelle has a very thorough understanding of this multi-faceted and highly dynamic industry. A growing awareness both personally and professionally of the impact of air travel on climate change and the need for immediate action was employed at Auckland International Airport and led to the very natural migration to CarbonClick. While aviation’s impact on global carbon emissions currently sits at 2-3%, it will soon become more noticeable as many other industries reduce their footprint over the coming years. Couple this with the fact that Sustainable Aviation Fuel will not be widely accessible or commercially viable for a few years, and other alternatives such as hydrogen powered planes are possibly even decades away. “If the aviation sector is going to get anywhere near its 2050 net zero goal, then positive action needs to start now”, says Michelle. Carbon offsetting through a hightrust programme that is linked to verified projects and is aligned to specific SDG’s presents organisations and their customers with an immediate opportunity to take action and make a difference.

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Michelle is quick to point out that there are also flow on benefits from participating that reach beyond emission targets. “More and more, customers are making conscious choices in their purchasing preferences. This includes the business travel sector where organisations are looking to align their own environmental objectives with suppliers, but more and more this is becoming important to mainstream travellers.” Afterall, says Michelle, “Who doesn’t want to become a ‘climate friendly traveller’ when the opportunity is there.” This is supported by a 2021 McKinsey & Company ‘CleanSky’ survey, showing that 39% of customers would pay a premium for carbon neutral flights. Amongst younger travellers, 48% would do so. Michelle is the first to point out that “decarbonising the aviation sector is a big task,” but as awareness increases around the impact of air travel where one long haul flight accounts for around 25% of the average person’s annual carbon footprint, so too the expectation will increase for the opportunity to offset. As COO, Michelle is a key driver of CarbonClick’s mission to effect immediate action in the fight against climate change and is a passionate champion for enabling this mission across the aviation sector.


AVIATION’S IMPACT ON CLIMATE CHANGE AND THE CHALLENGES FOR SUSTAINABILITY IN AVIATION By Michelle Noordermeer, COO and Co-Founder, CarbonClick We all love to travel, to explore the world, to see friends and family, and to fulfil business opportunities. But, peoples’ desire and need to fly comes with a great impact on climate change. Although new, more environmentally friendly aircraft technologies are in development, these options are unlikely to be ready for commercial use on a large scale until after 2050. Thus, aviation is facing a challenging journey to sustainability. Let’s look in more detail at the environmental challenge: Whilst aviation only accounted for 2.5% of total human-made emissions pre-Covid, for

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those who did fly, it represented a large part of their climate footprint. It’s important to note that only 1% of the world’s population cause 50% of global aviation emissions. Similarly, that 2.5% hides what’s going on by a country to country level. For example, in a major developed economy such as the UK, aviation actually accounts for 7% of emissions. And that figure will grow. Post-Covid, people will once again resume unrestricted travel, and both the volume and share of aviation’s climate impact are expected to increase. In fact, international aviation emissions are expected to double — and possibly almost triple — between 2015–2050.


Radiative forcing doubles aviation’s impact Whilst CO2 is generally viewed as the most problematic greenhouse gas, it is accepted that non-CO2 emissions from aviation (e.g. nitrogen oxide, ozone, soot and water vapour) also have an impact on radiative forcing and, consequently, the climate particularly at the higher altitudes, although it remains difficult to quantify the effect. Radiative forcing is the balance between the sun’s radiation reaching the earth, and heat leaving the earth. Current recommendations from a 2021 study are for a ‘Radiative Forcing Index’ factor of 1.9. This effectively doubles the size of aviation’s impact on climate change. SAF - Supply can’t yet meet demand So we need to find solutions quickly, and though both Sustainable Aviation Fuel (SAF) and new propulsion technologies are promising, they are not immediate solutions that can be deployed at scale. Let’s first of all look at SAF:

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port, to make it sustainable, affordable, reliable and available. And we are just not there yet. New propulsion technologies will take decades to be in use Currently, fuel provides far more energy than batteries. The battery weight to achieve the same energy as fuel would be 47 times heavier or nearly seven times the weight of a fully fueled plane. In short, replacing fuel with a battery isn’t currently possible for larger aircraft. Decarbonizing larger aircraft requires us to wait for significant improvements to batteries, or different kinds of innovation such as hydrogen. These innovations are not expected to be in wide-scale commercial use until well after 2050. Bridging the gap to take action now Most carbon reducing innovations are longterm solutions, but the climate emergency requires us to take action now.

The adoption of Sustainable Aviation Fuels (SAF) is constrained by high costs compared to fossil-based jet fuels (it is two to seven times more expensive). Current aircraft can use up to 50% SAF, but SAF makes up less than 0.1% of global jet fuel supply.

While governments must implement policy frameworks that focus on production incentives for sustainable aviation fuels (SAF), and the industry needs to support aircraft and engine manufacturers to accelerate research on clean propulsion technologies, high-quality, meaningful and transparent carbon offsetting is the right method to bridge this gap now.

Although demand is clearly increasing, a massive scale-up of SAF would require significant policy, technological, and supply-chain sup-

In the next piece, I’ll talk about the promise of carbon offsetting, and why it’s an effective solution both right now, and for the long term.

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CARBON OFFSETTING - BRIDGING THE GAP FOR A NET-ZERO FUTURE IN AVIATION By Michelle Noordermeer, COO and Co-Founder, CarbonClick

According to IATA, the estimated reliance on carbon offsetting to reduce emission will be substantial for decades to come. The Carbon Offsetting and Reduction Scheme for International Aviation (CORSIA), aims to address any annual increase in total CO2 emissions from international civil aviation above 2019 levels. Pre-covid, the scheme was expected to cover just 21.6% of the sector’s emissions between 2021 and 2035. With only 1% of the world’s population causing 50% of global aviation emis-

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sions, aviation has a unique opportunity to change the behaviour of just a small group of people, to make a big impact in fighting climate change. Not all carbon offsetting is the same We need carbon offsetting, but currently, the voluntary carbon market is rife with low-quality carbon projects. Individuals and businesses are using these projects to offset their emissions which actually are not delivering on promised climate benefits, or that have serious negative consequences for biodiversity and human rights.


What does good carbon offsetting look like? However, done well, using quality carbon credits, offsetting is a powerful way to remove carbon and build the clean energy infrastructure to avoid further emissions. At CarbonClick, we have combined leading industry carbon offsetting methodologies to develop our own framework, ensuring our projects are of the highest standard. We are dedicated to ensuring our credits stand up to the highest level of scrutiny. Before we bring on a new project, we conduct extensive due diligence to ensure our offsets meet the following criteria: - Real — Sequestration or emissions reductions have taken place - Additional — If not for carbon finance, the project would not have happened - Quantified — Credits are accurate and not double-counted - Permanent/no leakage — for example, forestry projects are protected for 50–100 years and emissions are not increased elsewhere - Verified — Independently verified on a reputable registry - Co-benefits — Supports communities, biodiversity, ensuring no negative consequences The key to increasing uptake in voluntary carbon offsetting in aviation A major hurdle for carbon offsetting in air travel is that, while 39% of people are saying that they are happy to pay a premium for carbon neutral flights, only 1% are doing so.

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There are 3 key reasons for the low uptake: 1. Very few flight carbon offsetting solutions are integrated in the booking flow, meaning customers only get the opportunity to offset post-purchase 2. Consumers don’t understand or don’t relate with the projects which the offset contributions go to 3. People doubt their contributions go where the airline says they go, due to a historic lack of trust and transparency To tackle these hurdles and achieve a higher uptake, offsetting needs to be simple, meaningful and trustworthy. - Simple — by being integrated in the booking flow so the offsetting happens at the point of purchase. - Meaningful — contributions go to projects that truly resonate with customers. Meaningful projects should have a long-term impact, be verified by third-party registries and undergo rigorous, continued auditing. - Trustworthy — providing full transparency in where contributions have gone. Unlike other providers, CarbonClick purchases carbon credits in advance, meaning the customer will receive an immediate receipt that allows them to 100% track and trace their contribution. Carbon offsetting: Climate action to be taken now While long-term solutions for carbon reductions are being developed, aviation leaders need to implement high-quality, transparent carbon offsetting programmes to take action right now. We only get one shot at fighting climate change. We have to do everything we can do together and we have to encourage others’ efforts in taking action.

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Leading the way in next gen solutions Finally, it’s worth saying that carbon offsetting is a solution that will remain important for the future, even as other carbon reduction methods are developed. At CarbonClick, we don’t stop at the status quo and we’re working on new opportunities in the space of sustainable aviation. This includes: 1 - Cargo, such as methods for calculating & offsetting end-to-end freight & logistics 2 - “Green” loyalty programmes. One example is CarbonClick’s partner, Etihad. This year, Etihad launched the world’s first Green Loyalty program called ‘Conscious Choices’. The program allows corporates and their employees to incur an environmental surcharge and decide how it would be used. The surcharge can be put into accredited afforestation programs, or to forest the Abu Dhabi mangroves. In addition, the guest miles earned can be pledged to the same three carbon-combating strategies (to find out more, listen to the interview with Tony Douglas in the Sustainability in the Air podcast). 3 - Corporate offsetting, where companies pre-offset their emissions (including scope 3 emissions such as business travel)

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THE ROLE TRAVEL AGENTS AND AIRPORTS CAN PLAIN IN VOLUNTARY CARBON OFFSETTING Traditionally, offering voluntary carbon offsetting is seen to be the primary job of airlines. However, there are many touchpoints to air travel, and the more of those touchpoints support and provide carbon offsetting, the higher the impact will be for the entire industry. It’s about changing people’s perception & habits, taking responsibility for their personal impact. The role of travel agents (corporate & individual): Many individuals or businesses book their flights via agents, so they function as the advisor and educator. Agencies can leverage this function to raise awareness, educate and offer a simple solution for businesses and individuals to offset their impact and do good for the planet.

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Integrating carbon offsetting with travel agency solutions also helps the agencies fulfil their mission in addressing sustainability, and empowers customers and businesses to take action and reduce their impact The role of airports: Travellers spend a good portion of their journey in an airport. They interact with the airport’s wifi, the airport’s app or a loyalty programme. These interactions provide a great opportunity to catch people’s attention and educate them. We could also see scope for involving airport retail, where certain purchases or a certain value of purchases results in contributions being made to carbon offsetting initiatives. This would both encourage passengers to spend, while providing a socially responsible pay-back for them doing so.


WHO DOES CARBONCLICK WORK WITH? CarbonClick is championing the fight against climate change in the aviation sector by enabling aviation partners and associated sectors such as airports, travel technology companies and travel agencies with high-trust carbon offsetting solutions. CarbonClick’s current partners include Etihad Airways, Air Tahiti Nui, Manchester Airport, Lima Airport, Ljubljana Airport, Galapagos Airport, Amadeus and Locomote, with many more in the pipeline to go live this year. Here is what some of CarbonClick’s partners have to say.

ETIHAD AIRWAYS Tony Douglas, Etihad Airways Group CEO, recently spoke about the airline’s sustainability initiatives on SimpliFlying’s ‘Sustainability in the Air’ podcast series. “The airline’s partnership with CarbonClick delivers a fully verified carbon offsetting programme to Etihad customers and, in doing so, supports reforestation, biodiversity and clean energy projects. Etihad travellers can track the project and trace the positive impact of their contribution to a specific project. “ When speaking with SimpliFying, Etihad Airways Group CEO Tony Douglas also saw offsetting as an “immediate solution” to the emissions challenge and called out CarbonClick during the podcast series for having been “essential” in Etihad’s journey. “Offsetting for such a long time has had a questionable reputation around whether it is real or how can the offsetting benefit be converted into reality. So, accreditation means much lies in the governance that can be attested, audited and therefore working with CarbonClick has been good for us for all manner of reasons.”

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Amadeus’s partnership with CarbonClick marks a positive step toward taking transformative action on a global scale by adding both a business and customer offering to a growing suite of sustainability actions. It presents agents and travellers with a way to take instant and positive climate action to benefit both people and the planet. The voluntary carbon offsetting program will be rolled out to travel agents across the globe through a simple, easy to use portal. Olivier Girault, VP, Sustainability Ecosystem Initiatives, Amadeus says, “At Amadeus, we recognize that sustainability in the travel industry is a global challenge and, by definition, we need to work collaboratively to provide global solutions. In this context, Amadeus has been reinforcing its strategy to address environmental concerns, especially in cooperation with industry stakeholders. The launch of our partnership with CarbonClick demonstrates such commitment, where our travel agency platforms now enable agents to provide a high-trust carbon offsetting opportunity to their clients.”

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AIR TAHITI NUI Air Tahiti Nui’s partnership with CarbonClick was fostered to support the airline’s mandate for more sustainable air travel. “By offering our passengers the opportunity to participate in offsetting their carbon impact, we are empowering them to take a very real and measurable action on their carbon footprint through the delivery of this partnership,” says Air Tahiti Nui CEO Michel Monvoisin. With a focus on conservation and regeneration, the CarbonClick programme splits its benefits 50/50 between high-impact clean energy international projects. Air Tahiti Nui’s programme supports biodiversity and reforestation projects in Cumbria, England, Prince of Wales Island, Alaska and Canterbury, New Zealand. See the Air Tahiti Nui / CarbonClick landing page

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Locomote, a leading corporate travel technology company, has partnered with CarbonClick to provide a new way for businesses to meet their sustainability objectives when travelling for work. The partnership enables Locomote customers to easily offset their flights’ carbon impact by contributing to a selection of top-quality, verified carbon offsetting projects. These focus on clean and renewable energy solutions as well as enhancing biodiversity and reforestation. One of Locomote’s key objectives is to provide companies with one single platform to manage their business travel program, which includes addressing and acting on sustainability concerns. “Working with CarbonClick, we will be able to offer our customers ways to manage their sustainability objectives by offsetting the environmental impact of their corporate travel. Our partnership demonstrates a shared belief by two B Corp Certified companies in the power of technology to positively impact people and the planet.” Locomote CMO, and co-founder, David Fastuca

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Want to know more? With an aviation industry background, CarbonClick’s founders worked on carbon offsetting for a major airline. They saw and confronted the barriers to an effective programme passengers could trust. CarbonClick was created to remove these barriers and make climate action simple, cost-effective and transparent. Today, CarbonClick works with over a 1000 brands, including airlines and airports across the globe to deliver transparent offsetting programmes customers can see, understand and trust. Email Michelle Noordermeer, Co-Founder and Chief Operating michelle@carbonclick.com, to find out how CarbonClick can help you. Or, visit www.carbonclick.com for further information. 54 | Special AMM - July Supplement 2022

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AVIATION MARKETING CAMPAIGNS

Air New Zealand safety video Air New Zealand’s newest safety video aims to highlight Māori culture and values, as the country reopens for international travel. The video features Tiaki, a young man who boards a waka rererangi (flying canoe) and sets off on an adventure across Aotearoa (New Zealand). With the help of Air New Zealand and Julie (a character that embodies the rest of New Zealand), he visits four Māori guardians including Papatūānuku (the land), Tangaroa (sea), Tāne Mahuta (forest) and Ranginui (sky). Along the way he seeks advice from these guardians on how better to look after them. The video has a clear sustainability and community message, as according to Air New Zealand General Manager Brand and Marketing Jeremy O’Brien: “We want tourism to build back better than it was before and part of that is to share with our visitors a sense of kaitiaki – to encourage them to act like guardians of our country. “Our Safety Videos are world renowned and through them, we have an opportunity to educate and inspire ourselves, our customers and Aotearoa on the importance of Tiaki and everything it stands for. It’s about being good hosts, and good visitors.”

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British Airways Trunki kids’ suitcases British Airways has partnered with Trunki to launch a limited-edition suitcase for kids ahead of the summer break. The suitcase has been named Amelia the Aeroplane, inspired by Amelia Earhart, the first female aviator to fly solo across the Atlantic Ocean and a pioneer for aviation. The unique ride-on design features a British Airways aircraft and the airline’s ‘Skyflyer’ characters, Peggy the Pegasus and Leon the Lion, who appear on British Airways’ activity packs for children and at family check in. The case is available for families to purchase for their little travellers retailing at £45: Shop Trunki. Trunki’s ethos is to make travelling fun for children, while allowing parents to easily navigate the airport. The newly branded British Airways Trunki cases have a comfy saddle, horn grips, carry handles and are spacious enough to fit all essential items to keep little ones occupied on a flight. Hamish McVey, British Airways’ Head of Brand and Marketing said: “We love seeing children travelling around the airport on or with a Trunki, so we are really pleased to be partnering with them to create an aviation-inspired case. We can’t wait to see our smallest travellers take to the skies with their new luggage this summer.” In a press release, British Airways says that the Trunki has been sustainably produced in the UK through carbon-neutral manufacturing, is packaged in eco-friendly materials and is fully recyclable. This partnership forms part of the airline’s continued focus on family travel as it heads into the summer holiday season.

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Cebu Pacific - Big ComeBakasyon Filipino LCC Cebu Pacific is offering UAE residents the chance to fly to the Philippines for only 2Dhs ($0.54) one way. The offer coincides with the Philippines’ 124th Independence Day celebrations giving overseas Filipinos a chance to go home to see friends and family. The initiative forms a bigger part of the airline’s Big ComeBakasyon campaign. Big ComeBakasyon links together the

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words “Come Back” and “Bakasyon” (the Filipino term for vacation). The airline has been running a number of marketing tactics under the Big ComeBakasyon heading. For example, Facebook fans were given a series of pre-prepared movie-poster type backgrounds and were asked to upload them with their own image for a chance to win flights.


Delta’s D-Day Flight With the passing of time, the number of D-Day veterans still alive grows smaller and smaller. As a result to honour and remember their service, Delta Airlines teamed up with the Best Defense Foundation and Michelin to bring 29 of them, now all at least in their 90s, to Normany for June 6th. The trip, the first for a U.S. airline to Normandy’s Deauville Airport, was months in the making. Teams from across the airline developed a plan, down to which aircraft type would be most suitable for the transAtlantic journey and arranging a flight crew also composed of military veterans. Upon arrival, the veterans were greeted by U.S. Ambassador to France and Monaco Denise Campbell Bauer, alongside local

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French dignitaries who supported the operation. In Bayeux, the veterans connected with students, and each classroom hosted a World War II veteran. Delta says that its employee base consists of more than 9,000 military veterans, and that the company’s foundation was built on the shoulders of many World War II veterans. According to the airline: “Delta, the Best Defense Foundation and Michelin share the same commitment to servant leadership and our military veteran community, and their sponsorship of this trip afforded hundreds of people the opportunity to make a rare connection.”


Etihad “Sustainability 50” Our recent white paper (read and download it on our sustainability hub), talks about how sustainability is now an important part of an airline’s brand. One example of an airline that recognises that is Etihad. That was clear at a media event I attended in London hosted by Etihad and engine manufacturer Rolls Royce, followed by a tour of Etihad’s new “sustainability 50” A3501000 at Heathrow the next day. What stood out was that sustainability had been internalised both at the top of the organisation, as well as by front line staff. In his speech at the event, Etihad CEO Tony Douglas was refreshingly honest about the challenges faced by the industry. For example, an October 2021 flight featuring the 787 “Greenliner” had 38% SAF, as well as assistance from Eurocontrol to shorten the route, conditions that, Tony Douglas said, can’t realistically be repeated on a day-to-day basis. Tony Douglas also admitted that much of the burden and the second part of the journey to reach net zero would have to be carried by the next generation. In a piece in this magazine, SimplIFlying CEO Shashank Nigam warns airlines against ‘greenwashing.’ To avoid that, this kind of buy-in and honesty both at a C-Suite level and also with staff on the ground is an important step.

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FAA - Be ATC In late June, the FAA in the USA launched “Be ATC,” a recruiting campaign to hire the next generation of air traffic controllers. The application window was open nationwide from June 24-27 for all eligible U.S. citizens. In a press release, the FAA said that “controllers have a tremendous responsibility, handling an average of 45,000 flights a day and more than 5,000 aircraft traversing the skies at once during peak times.” In particular, building on last year’s successful campaign to receive more applications from women and other underrepresented groups, the FAA said it was working with diverse organisations. The campaign also involved Instagram Live conversations, work with social media influencers and others and the creation of a digital toolkit to get the word out.

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Istanbul Grand Airport (İGA) - World Autism Awareness Day Though World Autism Awareness Day was in April, media coverage has only just appeared about an initiative run by Istanbul Grand Airport (IGA) and the metaverse platform Roblox. According to gaming journals which covered the project, workshops were hosted for children with autism. They were asked to paint pictures, which were then used in an exhibition at the airport. However, the kids’ artwork was also uploaded to digital AR platforms. Airport visitors could then use AR technology to bring the kids’ to life. Another part of the programme was to turn artworks into NFTs, with the money raised used in support of Turkish Autism foundations. Finally, İGA worked with Turkish ad network Tooplay and Anzu to bring the artworks into the metaverse gaming platform Roblox. This is an interesting and innovative campaign, and certainly one of the best uses of the so-called Metaverse that we’ve seen.

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JetBlue Blade partnership

JetBlue loyalty program members can now get to Manhattan from John F. Kennedy International Airport (JFK) and Newark Liberty International Airport in five minutes. Through its partnership with Blade Air Mobility, the airline has become the first in the U.S. to offer an airport transfer of this kind. JetBlue’s TrueBlue loyalty program members will get discounted rates for the helicopter trips when they connect to or from the carrier’s flights. Available now, Mosaic+ members will receive credits that are redeemable for complimentary seats on Blade airport helicopter transfers through the new

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partnership, when connecting to or from JetBlue flights. Starting July 1, Mosaic members also received 25% off their first-ever Blade Airport trip and TrueBlue members will receive 10% off their first trip when connecting to or from JetBlue flights. “We look forward to enabling loyal JetBlue fliers to fly between the city and area airports in as little as five minutes,” said Melissa Tomkiel, Blade’s President. “Given its New York City roots JetBlue is an ideal partner as we continue to ramp up our Blade Airport service to six days a week and up to thirteen hours per day in New York City.”


Jet2 Adds Free Child Place On Every Flight This Summer

UK holiday airline, which specialises in flights to the Mediterranean, is offering a ‘Free Child Place’ on every flight departing from the UK until the end of August 2022. The offer is open to Jet2holidays bookings returning on or before 31st August 2022. Bookings must have at least two passengers paying the full adult price. Clearly, there will be more than one family travelling on each flight, so the overall chances of qualifying for the free child seat is small. Nevertheless, Jet2 says that this still means that there are tens of thousands of extra Free Child Places up for grabs from across ten UK bases this summer. Separately, Jet2’s youth entertainment brand “VIBE by Jet2Holidays” has become the official travel partner of UK reality TV show “Love Island.” Jet2 is running a Summer campaign to support the partnership with competitions, TV and digital advertising, product placements and social media activity. A number of competitions running throughout the series on TV, Video on Demand and Love Island’s Mobile App, will give viewers six chances to win a pair of money-can’t-buy tickets to the Love Island Live final in Majorca, alongside a Jet2 holiday.

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Liverpool John Lennon Airport - Jack the lad In the UK, ‘Jack the Lad’ is slang that refers to a young man who is a bit of a character. It’s also the name of a charity, named after Jack Howe, who died in an accident on a quad bike in Zante, Greece in 2019 on his first ever lads’ holiday. Jack the Lad says that it is ‘pro adventure’ and ‘pro fun’, but it also wants to make holidays for young people safer and stop them taking unnecessary risks. As a result, it’s active on social media with the hashtag #livelifedontloseit. In June, the charity ran campaigns together with Liverpool John Lennon Airport, the departure point for a lot of cheap flights to the Mediterranean, to raise awareness of safer holidays. The charity was able to host a pop-up stand in the airport’s departure lounge for three consecutive Fridays to urge young travellers to be mindful of the risks that can present themselves while abroad. Tom Muirhead, Jack The Lad trustee and spokesperson, said: “We’re incredibly grateful to Liverpool John Lennon Airport for being our very first commercial travel industry supporter and we know that, as summer holidays take off in 2022, our presence at the airport will make thousands of young Brits aware of us and, we hope, make them think a bit more about staying safe than they otherwise would have done.” Young (16-30) travellers stopping by the booth could win T-shirts with an instant selfie competition and win £500 off their next holiday by making a TikTok while they were away.

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Lufthansa - Lovehansa To mark Pride Month (June), Lufthansa repainted an A320neo with the registration D-AINY to become “Lovehansa” for the next six months. The outside of the aircraft no longer has the standard Lufthansa livery, but instead has “Lovehansa” on it, along with rainbow colour paint symbolising the pride flag. The welcome panel at the entrance to the plane also has a special rainbow design, while when looking out of the aircraft window, hearts in rainbow colours can be seen on the winglets. The first flight of the “Lovehansa” was from Frankfurt to Billund in Denmark on June 10th. In a statement the airline said - “Lufthansa is a company that stands for openness, diversity and understanding. With the “Lovehansa” special livery, the company is sending another clear signal and making this important part of its corporate culture prominently and visible to the outside world.”

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Malaysia Airlines Safety Video From SimpliFlying CEO Shashank Nigam Malaysia Airlines has come up with a catchy new safety video. It’s refreshingly local, upbeat and a riot of colours - like Malaysia itself. Though, is the national airline trying too hard?

put into the video. Though, at times, it feels like a mashup of multiple videos. But then, Malaysia is a mashup of multiple cultures truly Asia indeed :) As I wrote back in 2013:

Imagine if Virgin America was “Virgin Malaysia” - this is the safety video it would have come up with. Of course, it’s the national carrier of Malaysia that’s singing a different tune this time. Tunes, rather. The safety video features lyrics in Malay and English. A number of local Malaysian celebrities make cameos. There’s rap. There’s traditional Kampung music. There’s a soccer sequence. There are even school kids in uniforms! A ton of effort has been

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“Airline safety videos have proved to be far more effective at engaging the connected travellers online, as well as in-flight, than traditional glossy advertisements often uploaded on the internet, which only showcase the flight attendants and cabins most people can’t differentiate between airlines. “There are opportunities abound in this field and you’ll only figure out your way once you get started.”


Qantas Rome launch To mark the launch of its new Perth - Rome flights, Australian airline Qantas unveiled a new Italian inspired-menu for premium class passengers. The menu was curated by chef and Qantas’ creative director of food, beverage and service Neil Perry, who says it was inspired by his own trips to Italy. Debuting on 2 June to coincide with Festa della Repubblica and curated by Neil Perry, Italian classics such as buffalo mozzarella with heirloom tomatoes and basil; and salumi with bocconcini, semi dried tomatoes, olives and pecorino-crushed peas are now being offered across selected Qantas First and Business lounges. Meanwhile, the Business Class inflight menu will feature regional recipes such as

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spaghettini with prawns, garlic, chilli, slow roasted cherry tomatoes and pangrattato along with traditional tiramisu. Qantas says the idea is to “transport passengers to a restaurant in Rome before they touch down.” Qantas’ new non-stop flight from Australia to Italy is the only direct flight between Australia and continental Europe offered by any airline. It follows the popularity of the airline’s Perth to London flight which launched in 2018. A recent study commissioned by Qantas says that traveller preference for point-to-point travel is higher than ever post-COVID. The Qantas survey says that appeal for direct flights from Australia to London has increased from 45% to 59%.


Southwest Airlines - Wanna Get Away Day Southwest Airlines celebrated its 51st birthday, by offering a daily sweepstakes, which counted down the days until the official day on June 18th. Customers had daily opportunities to win prizes like round trip travel for two, Rapid Rewards bonus points, and a promotional Companion Pass by visiting WannaGetAwayDay.com Last year, in celebration of the 50th Anniversary of its first commercial flight, Southwest declared June 18 as Wanna Get Away Day and registered the day with the National Day Calendar. In 1996, Southwest coined the phrase “Wanna Get Away” to highlight the Company’s expansion and create moments

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relevant to customers within its marketing. As Wanna Get Away has become a recognized expression for the brand, Southwest took it a step further to celebrate its 50th Anniversary in 2021 by announcing this new annual day. “Wanna Get Away Day is about celebrating our colorful, 51-year history of connecting People to what’s important in their lives,” said Bill Tierney, Southwest Airlines Vice President of Marketing & Digital Experience. “We are thrilled to not only have a day that celebrates our past and present history, including our iconic Wanna Get Away campaign, but also highlights our future expansion, and brings together our amazing Employees and Customers.”


UK Government - Get Travel Smart With disruptions at UK airports, as in much of Europe, the UK’s foreign office has launched a campaign to help Brits minimise any travel and holiday issues they might face this Summer. The “Get Travel Smart” campaign, which will run across Foreign, Commonwealth & Development Office (FCDO) social media channels, is supported by partners including TUI, Gatwick Airport, Liverpool John Lennon Airport, ABTA and the Association of British Insurers. It will signpost travellers to the essential information they need as they prepare to go overseas. With people across the country planning

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holidays, the campaign recommends travellers check FCDO travel advice and get travel insurance before they leave. The UK Govt says research shows that FCDO travel advice is the most commonly used and trusted source of advice for Britons travelling abroad. In 2021, there were over 150 million views of FCDO travel advice pages. There is FCDO travel advice for over 200 destinations which is kept under constant review to ensure it reflects the latest information. FCDO travel advice aims to provide objective information and advice to help British people make better-informed decisions about international travel and plan for a trouble-free trip.


AVIATION BRANDS IN THIS ISSUE Aeromexico Air New Zealand Air France ANA Bonza British Airways CarbonClick Cebu Pacific China Airlines Delta Gevo Etihad FAA Harbour Air Istanbul Grand Airport Jet2 ICCT JetBlue Kenya Airways KLM Liverpool John Lennon Airport Lufthansa Malaysia Airlines Northern Pacific Qantas Saudia Southwest Airlines 51st birthday SkyTeam United UK Government Universal Hydrogen

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