This report gives the results of an initial study of the marketing and communication in Europe of the job of Air Traffic Controller (ATCO) (Phase I). Based on an analysis of the results of a survey carried out in various States, the study identifies the perceived positive and negative images related to the job as well as its tangible elements. A common (generic) job marketing and communication strategy and concept is developed and guidelines are provided as to how best to market the job. The means and ways whereby this can be achieved are given, together with practical examples, in a coherent way and in line with the communication objectives.