Aviation brands heighten global market outreach by leveraging PR, marketing and communications efforts

Surrey, UK-based Emerald Media and UAE-headquartered Aurora The Agency form strategic alliance to address growing demand for aviation-specific brand and relationship building, plus brand reputation management across key markets.

Emerald Media collaborates with Aurora The Agency to capitalise on the synergies of two well-established, reputable public relations agencies serving Europe and MENA regions.

Aviation brands, including airline, aerospace, business aviation, airport and other related services are striving to stay competitive and spread their wings across key markets by utilising the expertise and network of public relations companies.

In response, established UK-based Emerald Media has joined forces with UAE brand Aurora The Agency to harness combined expertise in communications and marketing strategies. This partnership aims to optimise the synergies of both companies’ respective strengths to meet the anticipated increase in demand for specialised PR and Communications services from aviation brands.

Alison Chambers, founder and director of Emerald Media, stated: “After a challenging few years the industry is set for record growth once again. This growth is complemented by trailblazing clean tech air transport models in various degrees of development. Targeted and clear communications that educate and inform are increasingly necessary to sustain growth and further expand reach across key markets.”

“Inevitably, aviation brands in the Middle East and North Africa (MENA) are looking to tap into the region’s vast opportunities. Building on our three decades of specialist agency experience, Emerald Media is delighted to partner with Aurora The Agency to provide expert PR and communications consultancy anchored on shared values. Clients will benefit from our extensive aviation knowledge and contacts and Aurora’s experience working in local markets across the MENA region,” she added.

Alison Chambers, Emerald Media

Iona Al Suwaidi, Agency Director at Aurora The Agency, added: “Over the years, Aurora The Agency has built a solid reputation for excellence in providing expert PR and communications consultancy and advice to aviation brands operating from the UAE and across the region. As a homegrown UAE brand, we have the local knowledge and expertise in dealing with key media titles, both in English and Arabic, as well as in crafting and executing PR and communications campaigns across the MENA region.

“We are thrilled to have forged this partnership with Emerald Media and thank Alison and the Emerald Media team for making this happen. We look forward to working closely together to assist global aviation companies based outside of this region with their PR and Communications requirements. I am confident that together we will effectively communicate the key messages of aviation clients to their intended target audiences in this part of the world,” Al Suwaidi added.

Iona Al Suwaidi, Aurora The Agency

This collaboration comes as the aviation industry in the Middle East is booming. The region has been leading the way, not just in consistent growth in passenger and air cargo numbers as well as in innovation and technology. This includes initiatives in passenger experience, airport technology, aircraft and engine maintenance and addressing the environmental impact of aviation. The Government of Dubai recently announced plans to build a new international passenger air terminal and shift the operations of Dubai International Airport to Dubai World Central-Al Maktoum International Airport within the next decade. The new facility will be five times in size and capacity at a cost of close to US$35 billion. This is indicative of the anticipated massive growth within the region’s aviation sector.

Liz Bamford, PR Director and Head of Strategy at Aurora The Agency, commented: “By partnering with Emerald Media’s global network and establishing its aviation arm in the MENA region, we are well-positioned to satisfy the huge need for a regional aviation communications specialist. Together, we will have the capacity to increase our roster of aviation clients across the globe, creating a sector centre of communications excellence and expertise,” Bamford added.

Emerald Media’s partnership with Aurora The Agency is further anchored and aligned upon both companies’ shared values of client-centricity, service excellence, creativity, innovation and teamwork.

The collaboration also reunites Chambers and Bamford, who have known each other for 15 years and have previously worked together supporting well-known aviation brands and industry events in and out of the region including MEBAA and The Airport Show.

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About Emerald Media

Emerald Media is a specialist public relations company for the airline, aerospace and business aviation industries. With industry knowledge and expertise spanning three decades and covering all sectors of commercial aviation, Emerald Media is a leading specialist PR firm supporting international aviation brands. It has a proven track record of utilising its in-depth knowledge of the industry to offer a full range of PR and communications services. From strategic PR and media relations to crisis communications, event coordination, publications support, and specialist communications and PR advice, clients can also benefit from Emerald Media’s global network, bolstered by a wealth of media and influential industry contacts worldwide. By creating targeted PR campaigns that work – communicating effectively and strategically across today’s media landscape, Emerald Media helps businesses grow, change perceptions, and build relationships.

About Aurora The Agency

Aurora The Agency is a 360 agency based in Dubai, UAE. Founded in 2013, Aurora consists of creative minds, events and activation gurus, PR talents and digital experts, who bring a deep understanding of the Arab, Emirati and GCC cultures. It offers bespoke solutions for PR strategies and campaigns, social media and digital support, event management and creative design. Driven by an agency philosophy of working closely with clients to best understand their needs, our team is then capable of developing tailored communication solutions that deliver results, which not only add value, but also take our clients’ business to the next level.

For further inquiries please feel free to contact us:

Alison Chambers, Emerald Media. T: +44 (0) 1420 560094

E: alison.chambers@emeraldmedia.co.uk

Albert Alba, Senior Communications Manager

E-mail: albert@auroratheagency.com

Mobile: +971 50 849 8642, or

Liz Bamford, PR Director

E-mail: liz@auroratheagency.com

Mobile: +971 50 551 5971

Paul Cremer

My name is Paul Cremer, and this marks my 42nd year working within the business and general aviation industry. Over this time, I’ve had the privilege of overseeing a diverse array of sector activities, ranging from aircraft charter and management to air ambulance services, ground operations, air traffic control, airport management, technology implementation, and the outsourcing services I currently manage.

In my role focused on delivering advisory, technology, and outsourcing services to aviation customers, I handle a wide spectrum of responsibilities. This includes overseeing International Trip Support, Operations Control Centre Services (OCC), Continuing Airworthiness Management Service (CAMO), Airworthiness Reviews, ARC Services, Aircraft Delivery and Re-delivery Support Services, Maintenance Coordination Services including AOG, Tech Ops (Maintenance Control Centre), and managing myairops software products. As the Head of Aviation Delivery, I lead the customer-facing delivery of Technology & Outsourcing products and services for the market, drawing upon a wealth of knowledge, expertise, and industry connections within Gama Aviation’s Technology and Outsourcing Strategic Business Unit.

My journey into Business and General Aviation began during my teenage years while still in school. I was fortunate enough to be welcomed into the industry, starting at a flying club, and later working at the Air Traffic Services Unit at Blackbushe Airport. There, I maintained the ATC Movement Logs in the Control Tower during weekends, solidifying my passion for aviation. Upon completing my schooling, I seized opportunities at Fairoaks Airport, where I began as Ground Crew while pursuing my Aerodrome Flight Information Service Officer’s license. Advancements in my career led me to the role of Air Traffic Services Manager.

Since joining Gama Aviation in 1996, I’ve held various positions, including Operations Manager (Post Holder), Operations & Commercial Manager, Commercial Manager, Operations Delivery Manager, Head of Business Aviation Delivery, and currently, Head of Aviation Delivery. This role encompasses Gama Aviation Group’s Gama Aviation, myairops, and FlyerTech companies.

In 2023, I was honoured to be invited to serve as the Chair of the Operations Working Group for the British Business & General Aviation Association. This opportunity allows me to contribute to industry initiatives within BBGA’s membership of nearly 200 industry companies, focusing on challenges such as regulatory compliance, Air Services Agreements, technological advancements, workforce development, operational matters, and sustainability.

Marc Bailey

Marc Bailey has spent his entire career in aviation and has worked in most areas of Aviation Services with scheduled airlines, MRO’s, military contract support and latterly with associations, government, and its agencies.

Marc represents your position in Europe (even post Brexit) – as President of ECOGAS (European Council of General Aviation Support) which maintains a voice with EASA. All the major member states are represented on the ECOGAS board. With EASA restructuring its meetings with industry, ECOGAS is now well positioned to represent our position in all areas following industry partnerships with the European Independent Maintenance Group and with ARPAS the new drone and autonomous association.

Marc is chair of the UKASF (United Kingdom Airworthiness Strategic Forum) as part of an initiative to develop Aviation Services across all aviation activities. The UKASF pulls together airlines, MROs, Rotary, Drones, and commercial GA bodies to work with CAA and DfT. The objective is for industry to take the lead to drive strategic issues to benefit all parties. We are well positioned after four years to continue our good work and with the re-established role of Chief Surveyor in the CAA we have a good focal point to do this.

Marc chairs the CAA Finance and Services Forum which allows industry in the UK to discuss in the financial plans for the CAA and the value for money delivered by those funds paid by industry. This is a new and valuable new platform for all parties.

Under recent developments Marc has formed an alliance with, ARPAS, AOPA, BHA and BBGA so that we can strengthen our voice under a joint ‘GA 4 Biz’ banner. This alliance is working to do everything possible to represent the industry’s business interests with UK government and to help realise the Government’s desire to make UK General Aviation a Global Leader in a post Brexit environment. GA4Biz – GA4Biz

The next Generation initiatives with industry and government have continued to develop with the retention platform now evolving into the “Aviation Skills Recruitment Platform”. The platform now not only offers a vehicle for those offering and seeking posts in aviation, it also provides pathways with its TalentView portion seeking to provide pathways for new entrants into our sector. The recruitment platform is being further developed to include training opportunities across a wide range of providers, from government agencies through academic bodies. Getting our next generation activities right in the UK over the next couple of years is our single most important issue which we in aviation must grab with both hands. Marc is playing a central role to help develop many of these channels.

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