/ case study

EU customs security and safety programme roll-out

ClientEuropean Innovation Council

Media Relations, Stakeholder engagement

IndustryEU Projects
EU customs security and safety programme roll-out
Client European Innovation Council OfficeAction Public Sector Expertise

Media Relations, Stakeholder engagement

Industry EU Projects Related Links https://eic.ec.europa.eu/index_en

the challenge

In 2021, the European Union launched a new EU customs pre-arrival security and safety programme called Import Control System 2 (ICS2). This system uses large-scale information systems to improve customs checks and keep trade flowing smoothly across EU borders. Import Control System 2 is an essential tool for protecting the internal EU market and its citizens and impacts trade and customs worldwide. The programme is being rolled out in three phases over four years, concluding in 2025.

Action Public Sector was tasked by the European Innovation Council, SMEs Executive Agency (EISMEA), and DG Taxud with achieving media coverage of the roll-out and engaging stakeholders in the logistics industry across the EU and third countries, including postal services, express carriers, air carriers, freight forwarders, and maritime, road, and rail carriers, about how the programme impacts their operations.

our approach

Action Public Sector created a plan to engage media outlets and stakeholders worldwide, targeting specific industries in key countries for each phase of the roll-out. Our objective was to reach specialised media in various sectors, publicise the news, and connect with industry representatives globally to spread the message.

For the latest phase in January 2024, which affected maritime, road, and rail carriers, we focused on media and stakeholder engagement in 60 countries, including the EU27 and 33 key global markets. The news release related to Import Control System 2 was translated into 26 languages and the content was customised for local media. In the top 11 priority markets, local experts handled the press release and media engagement. For other markets, we managed the outreach centrally.

The stakeholders targeted included representatives from trade, commerce, customs, freight, logistics, transport, ports, maritime, shipping, and postal service organisations in 19 countries, along with regional and international customs and logistics organisations.

Languages: English, French, German, Spanish, Portuguese, Croatian, Serbian, Bosnian, Macedonian, Ukrainian, Turkish, Kazakh, Albanian, Arabic, Japanese, Chinese, Thai, Korean, Vietnamese, Indonesian, Hindu, Bengali, Kannada, Marathi, Tamil, and Telugu.

Countries: EU27, Albania, Argentina, Armenia, Bosnia Herzegovina, Brazil, China, Egypt, Hong Kong, India, Indonesia, Israel, Japan, Kazakhstan, Kosovo, Libya, Malaysia, Mexico, Moldova, Morocco, Nigeria, North Macedonia, Serbia, Singapore, South Africa, South Korea, Thailand, Turkey, Tunisia, UAE, Ukraine, UK, US, and Vietnam.


  • contacted 1,971 journalists/media outlets
  • generated 390 media clippings
  • estimated reach: more than 1.2 billion people
  • return on investment (ROI): more than EUR1.1 M
  • reached out to 450 economic operators and influencers in 19 countries
  • encouraged operators to share communication with departments and member organisations
  • announcements placed on relevant trade organisations' websites and social media

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