Latam Airlines and BHAirport

The reputational crisis of LATAM Airlines and BHAirport.
The emergency landing of an aircraft

Challenge

In December 2018, LLYC managed one of the most relevant crises in the Brazilian aeronautical sector in recent years. The flight of LATAM Airlines Brasil, the agency's client, which left Sao Paulo for London, required an emergency landing at the Belo Horizonte international airport. This procedure paralyzed the airport for almost 24 hours and impacted all national airlines, cancelling nearly 150 flights from or to Belo Horizonte, one of Brazil's main cities. The airport is managed by BHAirport, also a client of LLYC. For this reason, it was a double contingency, which put at risk the reputation of the airline, in terms of flight safety, and of the airport, on account of the infrastructure of its runways and the actions of the rescue team.

Impact.

Due to the large number of passengers and flights impacted throughout the country, the press and social media very actively covered the crisis and assessed the situation from various angles, taking into account the interdiction of the runway, the withdrawal of the aircraft, the possible causes of the occurrence and the expertise of the commander to drive the situation. During the five days of coverage, more than 500 reports on the incident were published. Due to the communication team being close to the journalists, no report questioned the reputation of the company or questioned the maintenance of aircraft or the safety of operations. Thus, 80% of the reports relayed the expertise and safety of the pilot who avoided a worse situation, 10% showed the closure of the airport runway and 10% covered the impacts to passengers.

"The agility, preparation and experience of the team at LLYC when facing the requests of the press were very important. They have worked in synergy with us during this and other crisis situations."

Gislaine Rossetti
Senior Director of Institutional and Regulatory Relations, LATAM Airlines Brazil

Challenges.

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