Knock set to take off
with new marketing plan
24 Jul 1996
Knock set to take off with new marketing plan
UP, UP AND AWAY
By TOM GILLESPIE
A major marketing plan which will gear Knock Airport for the next century
will be formally launched on Friday by the Minister for Tourism and Trade,
Mr. Enda Kenny.
The blueprint incorporates an action plan aimed at promoting the base as the "gateway to the West and North West of Ireland".
An in-depth analysis of the potential of Knock was prepared by Tourism Development International Ltd. who pinpointed that in 1994 Knock carried 130,000 passengers - only 6.5% of the potential traffic in its catchment area.
Over the next seven years to 2,003, traffic is targeted to reach 500,000 passengers - about 28% of the projected traffic through Cork in that year. The major target markets for this growth will be Britain, Continental Europe - principally France and Germany - and the Irish market for overseas travel from the catchment area of Mayo, Galway, Sligo, Leitrim, Roscommon and Donegal.
The report emphasises Knock's major strength is its location in the heart of Connaught and its capacity for handling large jet aircraft. The authors say the need for increased marketing of Knock was highlighted by overseas tour operators and the local tourism interests, who were particularly enthusiastic about new marketing initiatives.
They recommend that a new tour operating/marketing company should be established at the airport to promote tourism to the West and North-West through the airport. A marketing manager would have to be recruited for this purpose.
For this, they say, an annual budget for marketing of £360,000 will be required, half of which should be sought from ERDF marketing support funding and the balance raised locally.
It is vital, the authors, state to have the marketing plan in place by this autumn in order to impact on the results for next year.
The report states: "Put simply, the key element of the marketing strategy is to persuade airlines and tour operators that Knock is a 'worthwhile' destination to fly to.
"The facilities in and around the airport must match and grow with the demand. Assuming that this will be the case, airlines and tour operators will only use Knock if it is profitable for them to do so or if they cannot make a greater profit by using their resources elsewhere."
A separate Development plan drafted for the Airport calls for an extension
of the airport terminal, enlarging car parking facilities, the erection of a
150 bedroomed hotel, the designation of a business park and most importantly
the granting of a Freeport status to the base.
Connaught Telegraph - News - July 1996
Connaught Telegraph - Sport - July 1996
