Shannon Airport capitalises on €40 million investment programme with new brand promotion campaign
Shannon Airport is to build on its record level of investment with the launch of a major new marketing campaign.
Following an extensive market research programme, involving over 8,000 of its customers, Shannon Airport today has unveiled its new campaign ‘Shannon Airport – making it easy’.
The aim of the campaign is to highlight the ease of the passenger experience, for travellers through Shannon Airport and it is building on the airport’s €40 million five year investment programme.
Commenting on the initiative, Andrew Murphy, Shannon Airport’s Managing Director said: “Since 2013 we have invested over €40 million at the airport on a range of customer-focused projects. We have reinvented our Shannon Duty-Free shop, upgraded our boarding gate area, transit, and executive lounges. We have added new dining facilities and resurfaced our runway. We opened Europe’s first airport sensory room and delivered a suite of online supports for visitors who need special assistance at the airport.
“We introduced new time-saving technology to reduce US pre-clearance security screening time and make our customers’ journey through the airport even quicker and easier.
“Having done all this, we wanted to refresh the Shannon Airport brand and highlight the unique customer-centred experience we offer.”
Research to underpin all elements of the process was undertaken by Red C, one of Ireland’s leading research companies. Following a full review by global airport specialists Pragma Consulting, the creative direction was developed by Havas Ireland.
A branding campaign is now being rolled out which highlights how the airport will keep ‘making it easy’ for passengers while creating awareness of the enhancements the airport has undergone in the past few years.
Highlighting future ambitions, Mr. Murphy said: “We are working to take Shannon Airport further in its journey towards becoming the airport of choice for business and leisure travellers alike. Customer experience is central to everything we do. The 10-minute experience from the drop-off at the airport to getting to the boarding gate is something which surprises people and for which we get considerable acknowledgement from our customers.
“We intend to build on this and other areas to keep making Shannon Airport easy, enjoyable and user-friendly for our passengers. To this end, working with our airport service partners, we have just launched a new Customer Charter, with a commitment to put our customer at the heart of all we do.
“To demonstrate this we were the first airport to participate in their Service Excellence Programme. It was wonderful to see our airport service partners come on board to complete the customer care training. The award gives us an accolade that will greatly assist in our mission to always put our customers first.” Commenting on the branding initiative, Matthew Thomas, CEO, Shannon Group said: “Shannon Airport is an integral part of Shannon Group plc and we strongly believe that airports should be a pleasant part of your holiday experience, not an experience to be endured. Over the past few years, we have been working very hard to address this issue for our customers and we will continue to do so in the future.
“This new brand campaign is a taste of further improvements to come. Our goal is for customers to look at Shannon Airport with fresh eyes and create awareness of just how easy, enjoyable and time saving it is to use our airport. It’s an exciting time for customers and the Shannon Airport team as we embark on this transformation journey together.”