Montenegro has taken its European Union campaign to the skies, unveiling an Air Montenegro jet with the slogan “28by28 – The next EU member” as officials push to conclude accession talks and join the bloc by 2028. The aircraft is the centerpiece of a wider effort to inform audiences across Europe about recent momentum in the EU integration process. The timetable would see Montenegro become the EU’s 28th full member by the end of the decade. The initiative extends beyond aviation branding, involving state institutions, the business community, artists, scientists, and athletes to deliver a consistent message.
Prime Minister Milojko Spajić framed the aircraft’s message as a policy marker, not a marketing flourish. He said the inscription on the national carrier’s fuselage is a strategic declaration meant to codify a national objective and broadcast it on routes across Europe. He argued that Montenegro offers more than its coastline and mountains, describing it as a small state that can be a home for everyone, projecting stability and “new energy,” and showing that unity in diversity is possible. The government’s outreach aims to make progress and expectations visible in European capitals and among EU institutions as negotiations advance.
Officials have set a brisk timetable to close all outstanding negotiation chapters by the end of the year. The “28by28” effort is positioned as both an external communication strategy and an internal mobilization tool to sustain reforms. Authorities say the message targets the international public and domestic stakeholders. As the plane begins routes with the new livery, public events, sectoral partnerships, and cultural and scientific outreach seek to demonstrate practical alignment with EU standards and broad societal support for the target date.
“We are bringing Europe to Montenegro and carrying Montenegro to Europe! Across the European Union, our national airline carries the message - Montenegro is the next member of the European Union,” Spajić said, according to Sputnik Srbija.
Montenegro's Minister for European Affairs Majda Gorčević has called the “28by28” objective ambitious but achievable and said the government is entering the final phase of negotiations, with Chapter 21 expected to be closed soon, according to 24 Chasa.
That aligns with the administration’s year-end target for wrapping up talks across the board. The milestone would allow a pivot from negotiation to implementation on remaining criteria tied to governance, rule of law, market readiness, and institutional capacity. The minister said it requires sustained coordination across ministries and sectors to meet EU standards on schedule.
This article was produced with the assistance of a news analysis system.