TOURISM / LEISURE AND HOSPITALITY

 

Sligo Airport

Sligo Airport is based in picturesque Strandhill 8km from Sligo town. It has been in operation for the last 25 years with Avair commencing the first commercial service from Dublin to Sligo in July 1983. Sligo Airport is owned 50% by Sligo County Council and Corporation and 50% by private shareholders. In addition to scheduled air services, a growing number of business charters and private aircraft traffic use Sligo Airport.

Just over a year in operation, the success of Sligo Airport’s Sligo Manchester route is evident in the continued growth of the route. The rationale for Aer Arann launching the Manchester to Sligo service in May 2007 is that Manchester is the largest city in the northwest of England, synonymous with sport, shopping, arts, culture and entertainment and has strong links with the North West of Ireland. The Manchester Sligo service operates 4 times weekly in addition to Aer Arann’s twice daily service between Sligo and Dublin.

Momentum Marketing was hired in April 2008 to devise a marketing plan for Sligo Airport over the summer months. A number of key initiatives were involved:

Creation of strategic marketing plan including:

• The rollout of this detailed Marketing Plan began with a First Birthday Anniversary Celebration of the Sligo Manchester Route May 08
• Design concept and development of invite
• Compilation of invite database and invite mailing
• Execution of telesales follow up campaign to invite database
• Creation of compelling PowerPoint on new strategic marketing plan
• Booking of photographer
• Briefing of Press
• Creation of launch press release

Advertising Campaign

• Development and design of a bank of themed and compelling adverts

Public Relations Campaign

• The advertising campaign was supported by a creative PR campaign encompassing a compilation of valuable themed press releases
• Implementation of an extensive media blitz spanning a 16 week period

Media Buying

• Completion of a comprehensive study of media sources to establish press media prices and the reach of such publications. This laid the groundwork for an effective e-marketing campaign

General Distribution flyer

• Creation and design of a compelling eye catching flyer communicating the schedules of both the Sligo Dublin and Sligo Manchester routes

On line Marketing Campaign

• An e-zine template was designed as another promotional medium which featured the themed adverts and key press releases messages, further building the awareness and central value proposition of the airport

SMS texting and database

• Executed a targeted SMS text messaging campaign, to communicate special pricing promotions, to its existing and potential users

As a result of this extensive marketing campaign passengers numbers on the Sligo to Manchester service have grown by +20% on 2007.

Visit website: www.sligoairport.com