Case study: Brussels Airlines

How Brussels Airlines gets their story told to employees, press, and bloggers

Kim Daenen is the media relations manager at Brussels Airlines. Her team has been using Prezly to communicate with stakeholders since 2012. Recently, these stakeholders have come to also include airline employees.


Kim’s PR team manages the reputation and stories of Brussels Airlines. As a result, the team naturally spent a lot of time on stakeholder relations: reaching out to media, bloggers, and the aviation community.

They used to do this in the familiar, traditional way. Press releases were sent in plain emails via Outlook to a press database managed in messy Excel sheets.

Sharing visuals was a difficult endeavour. We felt very limited with the text-only approach.


Now Kim’s team has dumped Excel and exchanged it for Prezly’s single, centralized cloud database, which can be accessed anywhere on any device. The Prezly database allows the team to easily find and update contact information.

Now I can pitch my contacts straight from the tarmac.

Valuable information about the emailing process is no longer hidden away as in a black box. The Brussels Airlines PR team can now easily track who opened their emails. They have better insight into who’s interested in their stories and might cover them.

Pitch contacts


A fresh, efficient workflow

Brussels Airlines evolved away from their traditional, messy way of working. They now have a central place to store and manage their contacts, and an easy, visual way of reaching out to those contacts.

The team has already received a lot of compliments from bloggers and journalists, telling them that they love the fresh approach.

Great coverage

Kim’s favorite Brussels Airlines story is when the airline organized 25 party flights from all over the world to bring people to the Tomorrowland dance festival. Of course, a story like that needs visuals. Prezly made it easy for Kim to share high-resolution images of the event in emails and on the airline’s newsroom. It was just what journalists needed to get an accurate and more vibrant account of the event.

Of course, stories like that need visuals, and now it’s easier than ever to share them in high resolution in our emails and on our newsroom. It’s just what journalists need.

A new way of internal communication management

In the process of solving their PR issues, Brussels Airlines also found a way to use Prezly to manage internal communications. One easy setup later and the team now have a database of all airline employees, combined with a private press room that’s only accessible by employees.