CFL, Heathrow Airport’s only on-site express courier handler

Background
CFL provides export, import, and screening services for courier companies and a fully equipped facility for express customers and airlines. The company is a critical link between the courier industry and the airlines operating out of Heathrow.

Everything is handled within CFL’s airside facility, so all goods are security screened in-house for rapid dispatch to the aircraft.

Created with a shareholding from across the industry, including airlines and business partners, CFL has since 1983 provided a low-cost, express facility and service that has driven the growth of the courier industry at Heathrow.

Brief
Sway was tasked by CFL to do three things:

1. Create a full Crisis Communications Plan
2. Deliver media training for senior staff
3. Design a PR campaign to position CFL as key players in the global air cargo industry

Strategy
The Crisis Communications Plan and media training were the first deliverables.

The PR campaign was designed to raise CFL’s profile in key sector media, and comprised press releases and feature articles.

The press releases focused on news around new partnerships, comment on specific issues (like the impact on courier services in the run-up to Christmas) and reactive responses to cargo-related news.

The features discussed industry trends, challenges and opportunities.

A key part of the strategy was to build relationships with key media by creating a consistent stream of newsworthy content.

Outcome
The first press release gained widespread coverage and became the springboard for subsequent releases and feature articles.

Matthew Ware (CEO at CFL) became widely recognised as a respected commentator on key issues facing the industry.

Over time, we expanded coverage to regions where CFL won or renewed deals, for example with Etihad Airways, Qantas, and Thai Airways.

Responding to real events, such as the tanker getting stuck in the Suez Canal, which had significant knock-on effects on global trade, or the impact of Storm Eowyn on cargo shipments, was a particular highlight.

Overall, in a little over a year, we achieved:

• Almost 100 pieces of coverage
• An audience reach of nearly 8 million.
• 380 brand mentions.

A word from the client

Matthew Ware (CEO at CFL for the duration of the campaign) said:

“Sway took time to understand what CFL needed in terms of conveying what we do, and achieved amazing results in a very short time.

“Their ability to create very well-articulated arguments undoubtedly helped position CFL as expert commentators on global air cargo and trade issues.

“We couldn’t speak more highly of the Sway PR team and we would like to thank them for their achievements in dramatically changing for the better the perception of CFL.”