PLMR proposed A Fair Tax on Flying should lead a targeted campaign aimed at scrapping the tax on children’s flights only, rather than a reduction of APD more generally. PLMR devised the Scrap the Tax on Family Flights campaign, and positioned the campaign goal of scrapping APD for children under 12 strategically in line with the Government’s ‘family test’.

Through the effective use of key messaging, social media to raise the campaign’s profile, an online APD calculator that mobilised the public, the securing of extensive national media coverage and targeted briefing of MPs and advocates, the Government saw scrapping APD on children’s flights as a popular policy with strong public and political backing that should be considered.

Campaign photo and infographics were created and different social media platforms were used for promoting the campaign’s APD calculator, which was targeted at specific stakeholder groups such as parents and travel bloggers.