As Shannon Airport celebrated its new-look branding, a survey has shown that convenience and ease of access has emerged as the reason for the airports dramatic growth in passenger numbers over the past three years, at over 6,000 passengers.

Traffic growth has increased by 50% at the airport over the last three years—reaching a record 3.1m international passengers in 2007—and research has shown that 80% of passengers favoured Shannon as their gateway airport for access reasons.

Just 10% of passengers chose the airport because of low-fares from Shannon.

The survey was carried out by Shannon Airport’s marketing team for a major new branding campaign launched last weekend—including re-branding for signage, advertising, printed literature and online media.

Significant infrastructure improvements will increase Shannon’s catchment area by 2010 from 600,000 to over one million people, who can reach the airport within 90 minutes.

Marketing Manager, Declan Power, said that the future is very bright for the airport. 

“We obviously are aware of Shannon’s attractiveness for travellers because of its accessibility but we were surprised that as many as 80% of those surveyed said they used it because of this. Shannon has been associated with low fares for some time but it appears that accessibility is more influential and attractive.”

He added that the results are “a very positive outcome” because with accessibility due to improve dramatically over time its “strong point is going to get even stronger”.

Mr Power said that the new brand image signals a “new approach for Shannon”.

“The new symbol is an energetic ‘S’ that embodies a sense of movement and opportunity and the strategy of the airport to continually move forward and adapt to its challenges and opportunities,” Mr Power told the Limerick Independent.

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