The benefit to reverting back to "East Midlands Airport" is clearly that this is already the name that most local people refer to the airport as (I've never heard people in the pub, bus drivers, friends etc. call it "Nottingham East Midlands for example) but also as mentioned earlier, the EMA name is predominantly used on motorway signage in the UK and in airport signage abroad. The full title of the airport adding the three cities highlights that the airport wants to serve the business and tourism needs for these three cities, which now get equal advertising. The airport is closest to Derby, with the bigger cities Nottingham and Leicester just a bit further up the road. I fully support the name change to more fairly represent the local area.