“Lexi and her team provide us with a quick, proactive, and innovative approach. From same-day updates to forward-thinking creative ideas. With fantastic growth achieved thanks to their efforts, Lexi has also used her forward-thinking approach and networks to connect us with relevant brands and open the door to some exciting brand collaborations, exceeding our expectations.”

Alex Durand, CEO SaxonAir

Strategic Approach:

One of the initial strategic shifts involved prioritising a more organic content approach, with the overarching objective of increasing awareness across all channels - both within the East Anglia region and among the wider national business community. By identifying and targeting new audience segments, consistent traffic and engagement were achieved, particularly contributing to growth within specific focus areas.

Focus Areas:

To support this shift, content strategy was realigned to emphasise the company’s on-the-ground offerings. This revised approach was structured around three core pillars:

Services:

Beyond charter flights, SaxonAir provides a diverse range of services including hangar storage, event hosting, and business tenancies within its Business Aviation Centre, as well as aircraft maintenance and management. While these services were previously included in content, the new direction placed greater emphasis on the value and relevance of these offerings - particularly in light of operational restrictions - positioning SaxonAir as a sector expert.

Reputation:

SaxonAir has emerged as a leader in sustainable aviation, actively promoting innovations aimed at reducing the industry’s environmental impact and sharing best practices with peer organisations. The pandemic created an opportunity to spotlight these efforts, especially across social media platforms. Featured initiatives included sustainability partnerships with organisations such as Gone West (tree planting), the installation of beehives on-site, and collaborative campaigns with Explorers Against Extinction, including Sketch for Survival.

Health & Safety:

During 2020 and 2021, health and safety became a critical focus area. Content was developed to communicate the company’s cleaning protocols and the measures implemented to safeguard business charter clients during travel. This messaging was integrated across social platforms to reassure and retain customer confidence.

Outcome:

As a result of these efforts, SaxonAir’s social media following grew significantly on platforms such as Instagram and LinkedIn, attracting new audience segments that continued to engage as travel resumed. These strategic content themes remain central to SaxonAir’s communications today, forming a dynamic and diverse schedule designed to engage a broad audience base.