It is about the CEO stating that he wants more pax to use our direct services than connect to same destination via London. Hence the fly local campaign. Is it not therefore somewhat barmy for somebody in marketing to execute the exact opposite of a strategy laid down at board level. ...or am I missing something.
The marketing campaign is aimed at people who drive to London.
Manchester Airport, the global gateway to and from Northern England, launches a ‘Fly Manchester’ campaign today to win back the four million passengers from its catchment area that currently travel by road/ rail to London airports when routes operate a short distance away in Manchester.
Considering the hefty contribution to the airport coffers that the BA LHR services make, it would be a pretty spectacular own goal to start a public advertising campaign to tell customers not to use it.
By the way, I've no idea how they came up with the "four million" passengers stat. Apparently it was CAA survey data, but that historically has always shown a very small number of people from the North West using road or rail to get to London. It was about half a million in the 2011 survey. Where do the other 3.5 million live?