The vital role of communications and engagement in navigating the path to airport expansion

The Government has reignited the long-running debate over airport expansion in the UK by signalling its support for a third runway at Heathrow Airport, which the Chancellor argues will “unlock further growth, boost investment, and increase exports”.

Alongside this, Ministers have indicated their support for plans for a second runway at London Gatwick and are expected to greenlight increased passenger and terminal capacity at London Luton, as part of a boarder package of announcements aimed at boosting the UK’s airport capacity.

However, the Government will need to tread carefully in the coming years to balance its growth agenda with the UK’s challenging Net Zero commitments. Moreover, it looks set to face considerable resistance from affected communities, and from within the Labour Party itself, with Energy Secretary, Ed Miliband, and the Mayor of London, Sadiq Khan, having previously opposed Heathrow expansion.

So, as the Government looks to turn the dial on airport expansion, how can airports effectively articulate the benefits of expansion whilst addressing some of the key challenges to delivering growth?

The expansion landscape at a glance

• London Heathrow has announced a multibillion-pound investment programme to expand the airport. The airport will submit its third runway proposals to the Government this summer, which are expected to create over 100,000 jobs.
• London Gatwick’s plan to bring its Northern Runway into routine use aims to increase annual passenger capacity from 64 million to 75 million.
• London Luton’s proposed new terminal will further support growth, enabling the airport to increase its annual passenger capacity to 32 million.
• These initiatives follow the recent approvals of London City Airport’s passenger cap increase and Stansted Airport’s ￡1.1bn expansion, which includes extending its existing terminal.

The challenges of airport expansion

The arguments in favour of expanding airport operations are strong. Addressing capacity constraints will be crucial for meeting the growing demand from both passengers and air freight, and enhanced connectivity will support economic growth across the UK, boosting innovation and investment, and supporting vital business and trade links. However, several challenges face airports looking to expand:

• Critics frequently emphasise the potential negative impacts including increased noise, air pollution, and climate change, with environmental concerns typically driving opposition.
• Opposition groups have threatened legal challenge, adding additional pressure to airports and the Government as they navigate the path towards growth.
• High-profile opponents have emerged, including London Mayor Sadiq Khan and MPs across London, Sussex, Surrey and Kent, expressing concerns about environmental and noise implications and the potential impact of expansion on Net Zero ambitions.

Addressing the challenges

In light of these challenges, effective communication and engagement will be vital to building trust with local communities and unlocking the benefits associated with airport expansion.

Part of this will involve reframing the narrative to address the legitimate concerns of opposition groups and mitigate environmental impacts, thereby reducing the risk of legal and environmental challenges. To achieve this, several strategies can be employed, including:

Involving overflown communities in the process

Engaging affected communities through consultation and forums will allow for the incorporation of local insights and the development of tailored mitigation measures. Heathrow’s Noise Action Plan is a good example of this, proposing several schemes to address local noise impacts, all developed using stakeholder and community feedback.

Mitigation and sustainability strategies are great for showcasing genuine commitment to sustainable growth, however it is crucial to communicate around these issues in an understandable and accessible way. Changes to airport operations can be complex, laden in technical jargon, and mitigation plans are only valuable for building trust and addressing concerns if communities can clearly understand the benefits.

Involving different voices in the debate?

All too often, discussions around expansion are dominated by opposition groups, while demographics that may welcome the benefits of expansion are often overlooked, meaning their views are not heard in the debate. This stems, in part, from the fact that traditional consultation methods tend to cater to those most likely to oppose.

Capturing supportive voices can be challenging, but Cavendish is well-equipped to navigate the complex landscape of public opinion. Our engagement strategies are underpinned by genuine insight and regular polling, allowing us to understand what MPs, local authorities, and the public think about development issues. ?

Our recent polling with YouGov looks at how and where people access information about development. Younger people, for example, want to be engaged digitally, with 29% of people in Hounslow favouring digital methods of engaging with local planning projects, compared to only 6% who would attend a consultation event in person. We’ve developed a range of digital tools to help organisations augment traditional engagement and reach people in a digital age, generating higher feedback levels from a diverse range of demographics.

To generate support, airports also need to think about tailored messaging. Young people, for instance, are more concerned about local business and employment opportunities, so messaging should focus on the employment benefits of expansion to generate their support.

Unlocking business support for expansion

Engaging with business networks and economic organisations that may welcome expansion is also key.

Airport expansion offers significant supply chain benefits, boosting growth, trade and employment. London Gatwick, for example, is already a major catalyst for growth, and bringing the Northern Runway into routine use is expected to add ￡1billion to the UK economy annually and create 14,000 jobs nationwide.

Communicating the economic opportunities of expansion to local business networks can be a highly effective way to generate support. Our work with Southampton Airport to secure permission for a runway extension showcased the value of engaging the business community. Through targeted engagement, we secured backing from major local companies and Hampshire Chambers of Commerce to ensure decision makers recognised the business community’s support for the plans.

Continue the conversation

With significant experience across the aviation industry, Cavendish are experts in how – and when – to engage with political influencers, businesses, local communities, and pressure groups, creating a clear roadmap that highlights the benefits of your project and keeps risks in check.

Learn more about our aviation experience here, including our work with Southampton Airport – the only UK airport to have secured consent for a runway extension since 2011.

To discuss how Cavendish can support your aviation objectives, get in touch here.

Written by,

Kayley H. | Account Manager