Campaigns enable progress to be made in a structured, organised way with measurable objectives and targets that are clearly communicated to achieve programme goals.
Campaigns mobilise the IATA global network and directly engage stakeholders to achieve progress on a step-by-step basis and to address current issues
There are two campaign types: “Horizontal” or Industry campaigns, and “Vertical” or cluster campaigns.
Horizontal or industry campaigns
Horizontal campaigns aim to align all stakeholders to the same baseline, providing additional support when needed, but overall in accordance with achieving the same objective for all stakeholders within a target group.
Vertical or cluster campaigns
These campaigns focus effort on a distinct group of stakeholders with very specific needs or with a particular profile (e.g. all airlines facing regulatory issues to ET implementation, airports with CUSS kiosks). Multiple cluster campaigns will enable engagement and support to be provided on various issues with many stakeholders involved almost simultaneously around the world.