Airport on TV

IWAK television commercial makes debut

Neill O’Neill

IN a new departure at the ever developing regional hub, Ireland West Airport Knock have joined forces with Tourism Ireland to produce and broadcast a new TV commercial, aimed at attracting British tourists to the West of Ireland. 
The theme of the TV commercial is one of discovery in that everyone can ‘discover the secrets of the West of Ireland, where there is something for everyone to discover.
The commercial depicts the types of traveller who would enjoy a holiday in the West of Ireland, and showcases many of the region’s selling points - award winning golf courses, its heritage and culture and beautiful scenery. The ad’ wraps up with a 10 second vignette with information on direct route access to many ‘West of Ireland secrets’, via Ireland West Airport Knock’s UK flight network from Birmingham, Bristol, Manchester, London Stansted, London Luton, and Nottingham East Midlands.
The commercial got its first airing yesterday (Monday). It is a two-part production with the first 30 seconds being broadcast at the beginning of the ad’ break and featuring activities to do in the West and North West. The second component, which is broadcast at the end of the ad’ break, promotes the ease with which British residents can avail of direct flight access to the West and North West of Ireland via Ireland West Airport Knock. It is to be shown on a wide selection of British television channels including Channel 4, Sky 1, Sky Sports, Sky Movies, Sky News, Fox News, and other cable channels during numerous popular TV programmes such as Deal or No Deal, The Simpsons, Premiership Football and the US Tennis Open.
The campaign is expected to reach 8.4 million people in Great Britain and will be the first time that Ireland West Airport Knock has advertised on TV.
Commenting on the new marketing campaign in Great Britain, Annette Kearney, Marketing and Communications Manager, Ireland West Airport Knock, said, “Ireland West Airport Knock continues to expand its flight connections to the British market and we will offer 72 scheduled flights to and from Britain on large jet aircraft each week this autumn and winter. In 2007 we have added two additional route destinations to our network and this TV campaign enables us to effectively promote all our access points to a wider audience in Britain. Together with Tourism Ireland, we hope to attract more visitors from this market to our region which should see additional knock-on benefits in terms of visitor numbers and tourism spend.”