Kevin Cullinane, Marketing Manager,Cork Airport

Report
Positioning Cork Airport For Growth In A
Challenging Operating Environment
Cork Airport (ORK)
International Gateway To The South Of Ireland
Cork - Key Facts
Belfa
st
 DEMOGRAPHICS
 Republic of Ireland’s 2nd largest centre of
population
 Population:518,000 within 60Kms
 Workforce: 220,000
 SCALE
 Strong international location for investment
 133 Overseas companies (21,522 Employment)
 Continued new investment & re-investment
 SKILLS:
 University City with 35,000 3rd level students.
 Ready supply of skilled people across many
sectors
 Particularly strong Pharma and IT Sectors.
 EXCELLENT INFRASTRUCTURE
 Airport, Rail and Motorway links
 Modern up to date infrastructure
 QUALITY OF LIFE
 Particular focus on local quality food, sailing and
attractive wild coastline
 Performs excellently in quality of life surveys
Galway
Dublin
Limerick
Cork
Waterfor
d
Cork Airport (ORK) Serves A Distinct Market
Different To Dublin Or Shannon Airports
Shannon Airport
from Cork
80miles | 130km
Dublin Airport
from Cork
170miles |
270km
Key Measures in 2012
Passengers
 2.34 million passengers flown
•
Destinations
Airlines
 50+ Destinations
 5 Scheduled Carriers
•
Load Factor
New Routes
Down 0.9% on 2011
Out of 25 Total Carriers
 74.6% Overall Scheduled Load Factor
•
Up 1.3 points on 2011
•
2.99 million seats flown
 9 New Routes and Services launched
•
Improvement on 2011’s 7 launches
5
5
New Terminal Building
Opened 2006

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29,081 sq. metres.
28 check-in desks and 2 hand
baggage desks.
8 departure gates.
4 fixed links - 1 Airbridge.
3 luggage belts plus 1 out of gauge
belt.
Terminal capacity to deal with 4
million passengers annually.
Latest baggage and security systems
for fast processing of passengers
and baggage.
6
Runways At Cork Airport
Cork Airport has two runways, 17/35 and 07/25.
The main runway, 17/35, is equipped with Category II ILS.
7
Cork Airport Traffic &
Destinations
8
Cork Airport Traffic Performance
2005-2012 Passengers
Cork Traffic Performance
3,500
3.2m
3.0m
2.8m
2,340
1,000
2.34m
0
2,429
2,809
2,678
2,584
1,500
2,478
Passengers (000’s)
2,000
2.36m
2,319
2.42m
2,500
43
2.7m
2,250
3,000
3.3m
175
450
502
426
Domestic
340
0
252
500
Int'l
Domestic Traffic has gone from 16% to 0% of Cork traffic.
Cork Airport Traffic Seasonality
2012 v 2011
Passengers
‘000s
2012
2011
300
250
200
150
100
50
0
Jan Feb
Mar Apr
May Jun
Jul
Aug
Sep
Oct
Nov
The Peak Summer Months of June, July and August accounted for
34% (versus 33% in 2011) of the total number of Passengers
travelling through Cork Airport in 2012
Dec
Cork Airport (ORK)
Destinations Served in 2013
Scheduled Services From Cork Airport
Aer Lingus to
Operates
Ryanair to
Operates
Alicante
Summer Only
Alicante
Summer Only
Amsterdam
Year Round
Bordeaux
Summer Only
Barcelona
Summer Only
Carcassonne
Summer Only
Birmingham
Year Round
Faro
Summer Only
Bristol
Year Round
Fuerteventura
Year Round
Brussels
Year Round
Gdansk
Year Round
Edinburgh
Year Round
Girona
Summer Only
Faro
Summer Only
Gran Canaria
Summer Only
Geneva
Winter Only
Krakow
Year Round
Glasgow
Year Round
Lanzarote
Year Round
Jet2.com to
Operates
Gran Canaria
Winter Only
La Rochelle
Summer Only
Newcastle
Year Round
Jersey
Summer Only
Liverpool
Year Round
Lanzarote
Year Round
London Gatwick
Year Round
Lisbon
Summer Only
London Stansted
Year Round
Key
Operates
London Heathrow
Year Round
Malaga
Summer Only
Green
Year Round
Malaga
Year Round
Milan Bergamo
Summer Only
Blue
Winter Only
Manchester
Year Round
Palma de Mallorca
Summer Only
Red
Summer Only
Munich
Year Round
Pisa
Summer Only
Nice
Summer Only
Reus
Summer Only
Palma de Mallorca
Summer Only
Tenerife
Year Round
Paris
Year Round
Vilnius
Year Round
Rennes
Summer Only
Warsaw
Year Round
Tenerife
Winter Only
Wroclaw
Year Round
50+ Scheduled Services From Cork Airport
12 Countries Served
Belgium (1)
England (9)
France (6)
Germany (1)
Italy (2)
Lithuania (1)
Netherlands (1)
Poland (7)
Portugal (3)
Scotland (2)
Spain* (16)
Switzerland (1)
8 Capital Cities Served
Belgium
England
France
Lithuania
Netherlands
Poland
Portugal
Scotland
* Incl. Canary Islands
13
8 Competing Routes
Alicante
Barcelona
Faro
Gdansk
Lanzarote
London
Malaga
Palma Majorca
Aviation Marketing
14
Aviation Marketing Strategy
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Aviation Marketing Strategy to 2016 now being
finalised to build on Summer growth planned for
2013.
Tough competitive environment, domestically and
internationally.
Cork marketed independently of Dublin but
leveraging group support extensively as required.
Focus on:•
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Key European target markets – Germany, Italy and Spain.
Increasing UK reach – UK Provincial, London City.
Return of Dublin Domestic.
Broadening catchment area within Ireland.
In due course, East Coast Transatlantic on a postclearance basis.
Significant engagement with Chamber of Commerce,
Cork Development Forum, Cork Area Strategic
Partnership and all local stakeholders to take on
board their needs when formulating the strategy.
15
Aviation Marketing 2013
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Engaging closely with Aer Lingus and
Aer Regional about opportunities for
Cork with their new fleet.

Ongoing engagement with Ryanair.

Pitched to 30 airlines at Routes
Conference in Budapest in May for
Summer 2014 and beyond.

Pitching to 20 airlines at French Connect
in June 2013

Pitching to 30 airlines at Routes World
Conference in October

Ongoing negotiations and face to face
meetings with airlines at their Head
Offices.
16
Aviation Marketing 2013

Marketing extensively to broaden the
catchment area further into Limerick, Clare,
Waterford and the surrounding counties

Actively working to grow utilisation of the
airbridge.
17
New Advertising Campaign
18
New Advertising Campaign
19
New Advertising Campaign
20
Cork Airport (ORK)
Think Growth. Think Cork.
Excellent
connectivity to the
UK and Europe
25 Airlines operated
scheduled and
chartered flights to 50+
destinations in 2012
2.4 million + Pax
p.a. that will use
Cork Airport in 2013
Load factor has
grown from 74% in
2011 to 75% in 2012
ORK currently acts
as a feeder airport to
LHR, AMS, CDG
long haul services
Part of the DAA plc group
of Irish State owned airports
2013 Activities
22
Community Affairs
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Art Exhibitions
•
Terry O’Neill Photo Exhibition in
January
•
Travel Photography Exhibition By
Siobhain Danaher in aid of the Irish
Heart Foundation February-March
•
Cork Mental Health March 7th
Two paintings, by Henrietta Berk, which
originally hung in the old terminal, have been
installed in the new terminal.
Statue of Jack Charlton reinstated outside Red
Bar.
Music from local groups in terminal around St
Patrick’s week which followed successful
Valentine’s Day promotion.
23
The Gathering
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Cork Gathering programme officially launched at
Cork Airport in December 2012.
250 events planned in County Cork in 2013.
Special effort made for St Patrick’s Day with
‘Greening’ of terminal, music, dancing and
decorations to mark St Patrick’s Week.
Cork Airport is the major sponsor of Cork Rebel
Week, October 14th to 20th.
Target to attract 5,000 overseas visitors during
Cork Rebel Week.
In the meantime:
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Cork French Film Festival (March)
Faces of Cork (May/June)
Cork International Choral Festival (May)
Cork Jazz Festival (October)
Cork City Sports (July)
Lots of other events to create a buzz for
inbound tourists.
24
The Passenger Experience

Significant new marketing campaign launched
‘‘Better still we’re flying from Cork’’ to broaden our
catchment area.
•
Radio and Outdoor (roadside and bus
shelter) media.
•
Concentration on Tipperary, Waterford,
Clare, Limerick Kerry and Kilkenny.

Children’s play area planned to be installed airside
in May sponsored by Ikea.

Additional TVs installed in landside arrivals and
airside departures with RTE rolling news to
facilitate passengers.
25
The Passenger Experience

Spring eZine launched to 15,000 database.
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Public WiFi in terminal substantially upgraded in
January and now with better signal and more
reliable service.
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Facebook and Twitter channels and engagement.
26
Conclusion
27
Conclusion
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Cork Airport is a key strategic business within DAA.
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We are ensuring our viability by moving to the most efficient
model for our size and managing our cost and revenue base
to keep charges competitive.
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We are planning and engaging with our stakeholders to
ensure that the airport services the needs of our customers.
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We are ensuring that the local team is structured and
resourced to succeed, leveraging DAA group support when
required.

We are returning to growth, expanding our route network and
reach, marketing our airport effectively and broadening our
catchment area.
28
Questions
Positioning Cork Airport For Growth In A
Challenging Operating Environment

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