In Conversation: Jeremy Bowen, Cirium
In a previous newsletter, we talked about how aircraft manufacturer ATR is running ‘aviation is a force for good’ and sustainability messaging in tandem, and doing it well.
One airline that is also doing so is UK / Scottish regional airline Loganair, which serves many of the Scottish islands.
To promote its island network, Loganair has launched a ‘Love Islands’ campaign, where you fill in a few questions and then you are matched with an island.
By entering you are also entered into a draw to win an island holiday.
My match for example was Islay, a centre of the Scottish Whiskey scene, and I was presented with flight options from Glasgow on 1 September for £105 one way.
However, as well as encouraging tourists to visit the islands, Loganair is asking them to sign an ‘island pledge.’
This is a ten point programme, where visitors commit to doing everything from using local businesses where possible, to (of course) taking and correctly disposing of rubbish at all times.
According to Loganair, “As part of the pledge, targeted communications will be sent to Loganair customers who are due to travel inbound to any of its island destinations.
“The pledge urges travellers to avoid using plastic bottles, keep gates closed, support local food and drink businesses, respect heritage and archaeological sites and be sensitive to wildlife, flora and fauna.”
“It was developed by the airline with guidance from island destination marketing organisations, including Promote Shetland, Destination Orkney and Outer Hebrides Tourism, to better understand the specific challenges posed by visitors.”
Loganair has linked the whole campaign to its wider ‘Green Skies’ initiative, where it plans to become carbon neutral by 2040, one of the more ambitious targets and a decade before IATA’s 2050 date, which most airlines are keeping to.
Loganair also matches other airlines like easyJet in automatically offsetting carbon emissions.
This takes the form of a £1 charge on a passenger ticket, a very low amount though many of Loganair’s routes are short and on more fuel efficient ATR turboprops.
Finally, Loganair is working with hydrogen-electric aircraft engine manufacturer ZeroAvia on tests on flights to the Orkney Islands.
There’s a lot about this campaign that we like, but to highlight two key areas.
First of all, as mentioned sustainability and ‘aviation benefits communities’ messaging is being run together.
Secondly, Loganair takes a holistic approach towards sustainability. It’s great to adopt green measures on flights yet while aviation contributes 2-3% of global emissions, tourism’s share is 8%.
So, what happens when a passenger leaves your aircraft?
No, it’s not your responsibility as an airline, but it makes for a stronger overall message if you recognise it and it shifts the focus from sustainable aviation to sustainable tourism..
It puts carbon emissions in a wider context and also shows how you work with the communities you serve.
Alaska Airlines makes significant investment in sustainable aviation fuel (PR Newswire)
Saudia Offset Carbon Emissions From All Heathrow Flights in late July (Simple Flying)
The rise of sustainable aviation fuel and fuel efficiency programmes (Airport Technology)
Air New Zealand Weaves in Māori Magic to Address Sustainable Tourism (Little Black Book)
Big increases in overseas flight prices to SA loom as EU, UK green taxes expand (Fin24)
Study Ranks Most Sustainable US Destinations (Environment and Energy Leader)
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