FIREFLY
RAISING THE PROFILE OF FIREFLY - TURNING SEWAGE INTO SUSTAINABLE AVIATION FUEL
BRIEF
ESTABLISH FIREFLY AS A PIONEER TRANSFORMING AN OVERLOOKED WASTE STREAM INTO JET FUEL
Raise awareness of Firefly with investors, airlines, policymakers and potential industry partners. Elevate the profile of founder and CEO James Hygate, OBE, positioning him as an expert on sustainable aviation fuel (SAF) and decarbonising aviation, while differentiating Firefly’s abundant sewage-based feedstock from competing production pathways.
APPROACH
USE FIREFLY’S PARTNERSHIPS TO TAKE ITS SEWAGE-TO-SAF STORY TO THE MEDIA
We used Firefly’s partnerships to introduce the company to national, regional and trade journalists. The messaging focused on the potential of turning an abundant waste product into SAF. We used its contract with Wizz Air, partnerships with major British water companies and international deal with Altaca Energy to position Firefly as a credible company working to decarbonise aviation.
RESULTS
FROM TIMES RADIO TO BBC RADIO BRISTOL WE SECURED COVERAGE IN WEEKS
Newsjacked Channel 4’s docudrama Dirty Business with a press release, placing founder and CEO and James Hygate on Times Radio Breakfast Show and BBC Radio Bristol to discuss using sewage to make SAF
21 articles profiling the business and on its partnership deal with Altaca Energy including a digital and print piece in The Chemical Engineer, Renewable Energy Magazine and AZO Cleantech
Secured interviews for the executive team at Farnborough International Airshow 2026 including with Aviation Week, Air Cargo Week and Airliner World
"James and the team really hit the ground running for Firefly, providing the support we needed from day one. We were really impressed by how quickly they got up to speed, learning our industry and how to navigate our complex web of stakeholders. Harpswood have been an excellent PR partner, and we continue to recommend them to friends and others in our orbit."