NATS is the invisible partner of all air travellers. One of the world’s leading experts in air traffic control and managing air space, NATS maintains the invisible infrastructure in the sky that ensures passengers reach their destinations safely.
But brand awareness of NATS is low, which hinders its ability to compete for and win new business. In an effort to tackle this issue, plus engage with passengers and key journalists, NATS decided to create a film that highlighted its work and demonstrated the value of airspace as a national asset.
Its controllers use complex and difficult-to-understand data to manage 6,500 aircraft every day. The key to the success of any video was to simplify that data and turn it into something instantly intuitive.
The film UK 24 uses real flight data and real aircraft. Taking set time slots and specific locations, the film displays the flightpaths of all the aircraft in that vicinity, demonstrating its skills in navigating them. For example, it starts with the 0.00 to 5.00 and shows hundreds of transatlantic flights approaching UK airspace but just a handful departing. Between 05.00 and 09.00, 3,500 flights arrive at London airports. The film does not only concentrate on passenger flights, but also demonstrates NATS’ role in choreographing freight, military and private flights too. For example, Aberdeen is the world’s busiest heliport, shuttling workers to the oil rigs
From the outset, NATS set an objective of 150,000 views on Vimeo for the film and, from that, three commercial enquiries. Since its launch on 17 November, it has been viewed more than 740,000 times and the business has received more than 30 commercial contacts. But the film has also driven traffic to NATS’ blog, where more facts and figures are available, and has featured on media outlets, such as the lead feature on the BBC homepage.
‘This was a great video,’ said the judges. ‘It was well put together, clever, informative and fun. It hit its key objectives.’