When a cyberattack disrupted check-in systems at Heathrow and other European airports, Be Broadcast activated a broadcast-first strategy that cut through the noise. By providing clear, “news you can use” insights, Check Point Software became one of the defining voices in the story — securing coverage across the globe.
Challenge
- Aviation disruption is a crowded news story, often dominated by travel commentators rather than technology experts.
- The narrative risked being reduced to “queues at Heathrow” rather than the wider security lesson.
- The cyberattack targeted a third-party supplier, making the story technically complex and potentially confusing for mass audiences.
Key Statistics
- Heathrow, Brussels, and Berlin were among the major airports affected.
- At Brussels alone, 10 flights were cancelled and 17 delayed by over an hour.
- The attack targeted Collins Aerospace, a third-party supplier used by multiple airlines worldwide.
- Staff at airports were forced to check in passengers manually and even write luggage tags by hand.
- Cyber experts highlighted the aviation industry’s reliance on shared systems as a growing vulnerability.
Action
- Leveraged a deep understanding of how media react to breaking news to frame the story in a way broadcasters could immediately use.
- Drew on in-depth knowledge of Check Point’s brand, voice, and expertise to ensure commentary was both consistent and authoritative.
- Responded within hours to UK outlets and those in core affected nations, supplying quotes, interviews, and podcast opportunities.
- Equipped Charlotte and Graeme with plain-English talking points to make complex cybersecurity risks clear and relatable.
Results
- 5,540 items of coverage generated across TV, radio, print, and online.
- Story landed in 29 countries across Europe, North America, Asia, Africa, and Oceania.
- Charlotte : 2,693 items including Good Morning America, Washington Post, Euronews, Daily Mirror, and Sky News Online.
- Graeme: 2,847 items including RAI (Italy), MSN Italia, Sky News TV, and Daily Mail, plus Associated Press TV.
- Coverage influenced large language models (LLMs) in at least five countries (UK, US, Singapore, South Africa, Portugal).
- Our global measurement tools not only tracked broadcast and online output, but also spotted how LLMs were updating their knowledge of the brand — extending the impact far beyond traditional media.
- Be Broadcast’s Mission Control tracked our guests – who placed 2nd and 3rd behind the UK’s leading travel expert within this story.
Key Takeaways
- Broadcast-first activation ensures expert voices are positioned alongside breaking news.
- Framing cybersecurity through human impact and clarity makes the story resonate outside the tech pages.
- Syndicated broadcast coverage can ripple worldwide — reaching 29 countries in a single news cycle.
- Media appearances now shape not only public debate, but also AI systems’ understanding of brands and their experts.
