London City Airport hires Grayling to target European market

London City Airport is set to launch a major comms effort aimed at the European market, amid ambitious growth plans.

Taking off: London City Airport wants to add routes and airlines
Taking off: London City Airport wants to add routes and airlines

The airport has brought in Grayling to help promote its services in Germany, Spain and Ireland, as it seeks to expand from three to eight million passengers a year. The appointment follows a competitive pitch process.

The agency has been handed a retained corporate brief to enhance the airport’s reputation with potential corporate clients.

Grayling’s work takes place against a backdrop of concerns over the need for increased air travel capacity in London. There have been fears around access during the Olympics, following passport control problems at Heathrow.

London City Airport corporate comms director Jeremy Probert said the brief followed a new commercial strategy drawn up to accelerate growth.

‘Part of our commercial strategy is to add new routes and attract airlines – this brief supports that. By enhancing London City Airport’s reputation abroad and communicating the benefits of flying into the airport, we aim to increase passenger numbers, leading to increased frequency, larger aircraft and new airlines.’

He added: ‘It’s now reached the point where outside assistance is needed – specifically outside assistance with a knowledge of the markets in which our key end-of-route targets are located – to support and enhance the work of the in-house comms team and the sales team.’

Ursula Colgan, director of international client services at Grayling, said that the work would emphasise the airport’s convenient proximity to the capital. She explained that the brief would involve teams working in the three countries, with London acting as a hub for the work.

A £4m roster review by BAA, the owner of Heathrow and Stansted airports, is currently under way, in which agencies have been asked to pay around £1,000 to be considered for the work.

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