Brussels South Charleroi Airport – Becoming the Second Biggest Airport in Belgium

In 1997, only its neighbors knew the airport of Charleroi existed. With almost 4 million passengers in 2021, it has become the second airport of Belgium. We started working with Ryanair when the airlines launched in Belgium. Very quickly, we also took care of Brussels South Charleroi Airport’s media relations to attract other airlines and increase the number of passengers. Damn that was fun!


Insticom Charleroi Airport logo

Campaign Objetives

  • Increase passengers and airlines traffic at the airport
  • Promote the opening of the new terminal
  • Position the airport as the first regional airport in of Belgium
  • Position the airport as the “Friendly airport”
  • Eventually attract new airlines to expand the destination offer
  • Work closely with the airport’s stakeholders (passengers, airlines, politics, neighbours)
  • Promote new destinations available from the airport


Insticom Charleroi Airport



  • Set up a media event to announce the official opening of the new terminal (in presence of King Albert II), targeting travel and lifestyle media, both B2B and B2C, and also main press.
  • Set up regular press meetings to announce new destinations
  • Write and distribute one press release per week to inform on passengers traffic, new airlines, summer/winter promotions, etc.
  • Organize press trips to discover new destinations in Europe and North Africa
  • Work in close collaboration with local Tourism Offices
  • Work in collaboration with the airport’s partners to promote their services (shuttle, parking, shops in the safety zone, etc.)
  • Manage all image and pictures production
  • Writing and publishing the airport internal magazine (for staff)
  • Media database creation, extension and management
  • Crisis communication advising and management during strikes or issues


Insticom Charleroi Airport



  • Positioned as the most Friendly airport of Belgium
  • Reached the place of 2nd biggest airport, after the national airport of Brussels Airport
  • From 300.000 passengers a year to 6 million
  • Attracted new airlines
  • Maintained close relationship with reporters
  • Managed crisis situations such as strikes, union relations and negotiations, customer dissatisfaction, airplane crash


Insticom Charleroi Airport


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