Turn aviation expertise into a position the market can recognise.
ESP had deep airport experience and global delivery capability. Its market story, however, remained rooted in IT support.
DemandHeads helped focus that expertise around a more commercially meaningful idea: helping airports move from fragmented support towards greater operational control.
Client comment
DemandHeads helped us express the value of our airport and aviation expertise with greater clarity. The refreshed AirportNow proposition and new Ground Control newsletter now give us a more connected platform for engaging our audience on the challenges airports need to solve now and in the immediate future.
Andy Jenner
CEO, ESP Global Services
The ambition and constraint
Strengthen ESP’s airport and aviation position and create clearer routes to growth. The challenge was translating an extensive service portfolio and technical capability into a focused market narrative.
Owning the aviation opportunity
The positioning connected ESP’s airport expertise to the complexity of modern airport operations and the need for greater control in an increasingly complex and automated environment.
Reframing AirportNow
‘From visibility to control’ connected operational visibility, incident orchestration, workflow automation and operational intelligence to airport outcomes.
Building Ground Control
A new insight-led LinkedIn newsletter created a growing subscribed audience around airport and aviation operations, building engagement through organic activity and, later, targeted paid activity.
Connecting market activation
Leadership content, campaigns, industry events and sales/channel activation were aligned around the same aviation story.
Commercial impact
134% AirportNow pipeline growth in six months.
More than 4,000 Ground Control LinkedIn subscribers in less than a month by 7 October 2026.
Initial audience growth achieved through organic LinkedIn activity.
Capability embedded
A focused market position, stronger product narrative and an editorial platform supporting audience engagement and commercial activation. The next phase is distribution to named airports and senior operational contacts in HubSpot and Dynamics.
