Net-Zero Transition Case Studies

ZeroAvia: Securing ZeroAvia’s future as the leader in decarbonising aviation

Public & Regulatory Affairs, Corporate Communications, Media Relations


Madano was enlisted to build a coalition of support in the UK for ZeroAvia’s ambition of developing the world’s first commercially viable system for zero-emission aviation. As any major innovation has required public investment and long timescales, ZeroAvia needed to secure the short- and long-term backing of UK Government and influencers in net zero discussions.


The Madano team helped ZeroAvia bid for UK Government support through stakeholder mapping, relationship-building introductions and counselon official submissions. We also developed a complementary a high-touch media programme to raise awareness among senior industry executives and key stakeholders in order to build a coalition of support for ZeroAvia, its hydrogen-electric approach and the company’s growth plans in the UK.


Following an initial round of stakeholder engagement, ZeroAvia secured £2.7 million in funding through the ATI / BEIS HyFlyer programme (administered through Innovate UK). Ongoing conversations have ensured Government interest and support, setting the company up well to further develop its hydrogen fuel cell powertrain to propel larger aircraft. The media campaign has resulted in regular, impactful coverage across top-tier media (including The Times, The Today Programme (guest edited by Greta Thunberg), WIRED, Financial Times, The Guardian, Bloomberg and The Telegraph) and recognition as BusinessGreen’s R&D Programme of the Year.