Dublin Airport Targets Northern Ireland Consumers With New Advertising Campaign
June 05, 2012
Dublin Airport Authority (DAA) is launching its first major advertising campaign in Northern Ireland.
The campaign is aimed at promoting Dublin Airport’s extensive range of direct long-haul and short-haul services to both business and leisure travellers in the North.
About half a million residents of Northern Ireland currently use Dublin Airport each year, but DAA believes there is the potential to grow this number significantly over the medium term.
The outdoor advertising, which started in recent days, is the first element in a longer-term marketing campaign planned by Dublin Airport in Northern Ireland. The 'Dublin Makes Sense' campaign, which promotes Dublin’s extensive route network and its excellent value long-term car parking rates, will run on billboards throughout the North.
“Dublin Airport has unrivalled connectivity with 62 airlines serving more than 170 separate routes, said DAA’s Director of Strategy, Vincent Harrison. “With the improved road network, and better facilities at the airport, it’s now easier than ever to fly from Dublin,” he added.
DAA has selected outdoor advertising to kick-start its marketing activity in North Ireland. “These ads will encourage consumers in the North to consider the benefits of using Dublin Airport, as it offers a much wider range of direct services and better connections than any of its competitors in the North,” Mr Harrison said. The ads also highlight that long-term parking at Dublin Airport is priced from just £4 (€4.95) per day.
With direct scheduled services to the United States, Canada and the Middle East, Dublin offers smoother and more efficient onward connections to a host of long-haul destinations in North and South America, Africa, Asia and Australia. “We have direct scheduled services to 14 cities in North America as well as to Abu Dhabi and Dubai. Dublin Airport can offer passengers long-haul routes to the west and the east and also an easy one-stop transfer to a huge range of international destinations.”
Passengers from the North using Dublin Airport can also save on Air Passenger Duty (APD), which levies a government charge on all flights from UK airports, according to Mr Harrison. APD is currently £13 (€16.00) per passenger for economy short-haul and direct long-haul services from the North and up to £184 (€227) per passenger for premium class seats on indirect long-haul services. The Irish Government’s air travel tax is €3 (£2.43) per passenger regardless of the destination or the class of seat booked.
US bound passengers using Dublin Airport can also clear all US customs and immigration checks at Dublin prior to their departure, ensuring a smoother arrival and much easier connections to onward destinations within the United States and beyond.
“Pre-clearing US immigration and customs in Dublin means that the first queue you meet on arrival in the States is the queue for a taxi or a bus outside the terminal. It also greatly improves the transfer experience for US-bound passengers flying, as if you pre-clear in Dublin, your bags can be checked through to your final destination in the US or beyond. No airport in the UK can offer this service to passengers.”
The billboard posters, which are design to look like an airport departures board, were created by DAA’s advertising agency Cawley Nea. The ads, which highlight the fact that Dublin Airport has “more flights, more destinations and cheaper parking” will run on high profiles sites in locations such as Belfast, Derry, Armagh, Omagh, Enniskillen and Newry. The initial phase of the campaign runs until the end of June.
Paul O’Kane, DAA
Tel 353 1 814 1897, 353 86 609 0221
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