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Marketing a key issue for Shannon Airport


INCREASING the marketing of Shannon Airport overseas is one of the critical challenges facing the new independent board to help generate a substantial jump in passenger numbers.
That’s according to Dromoland Castle managing director, Mark Nolan, who believes a good team has been assembled by the new board under the stewardship of Rose Hynes.
Mr Nolan has also issued a rallying call to tourism and business interests in the Mid-West and West to get behind the airport to ensure it becomes successful.
He confirmed Dromoland Castle has beefed up its sales drive in North America where his director of sales has spent 12 out of the last 16 weeks working to generate new business for the hotel.
Stressing the importance of marketing, he believes the new board need more resources and creative ways have to be used to ensure the region provides greater support to the airport.
Having spent two years on a previous airport board, he claimed the previous model, prior to separation from the Dublin Airport Authority (DAA) was flawed because effectively one company was running three competing companies.
“Shannon Airport will change, not only from the new board but with the support of the entire region. Hotels in the region must ensure the airport works.
“North America provided about half of our business last year. There is a rotation for the Boston to Shannon flight, which is every second day, three days a week.
“We flew about 30 of our board members over recently for our 50th celebrations, which was challenging without a daily service. We hope a daily service is in the pipeline,” he said.
He believes the Mid-West fell between “two stools” in terms of tourism promotion prior to Tourism Ireland assuming the tourism functions previously operated by Shannon Development.
“Some of the big tourism players in the US prefer to fly into Shannon, access getting in and out is easier in Shannon. Dublin Airport can be so congested.
“CIÉ Tours, who we would use, would prefer to have the direct access into Shannon.
“Access has always been the key in Shannon. The European connectivity is also key if we want a sustainable airport. I know the new board will be working hard to achieve this,” he said.

 

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