The Air Canada Pilots Association (ACPA) retained Counsel to create an integrated government relations and public relations strategy to ensure that outdated federal regulations negatively impacting the day-to-day work of pilots were amended to align with current international standards.

Counsel developed an integrated PR for GR campaign that targeted key stakeholders and the public to influence federal decision makers, bringing the experience of pilots to life online and offline. While the GR team worked directly on government outreach, the PR team launched a tiered stakeholder engagement strategy and digital advocacy campaign calling for signatures on a Parliamentary petition.

The ensuing campaign launch was a success with op-ed placement and media coverage across major television, print, radio and trade publications, and more than 3,500 petition signatures generated in one week.