Our first step was to hold a brand strategy workshop. Why? We wanted to obtain absolute clarity on the airport’s customers’ point of view and define just what untapped need Cork Airport uniquely meets. This proved very fruitful, with the airport’s proximity for air travellers in Munster and South Leinster, its nearby and plentiful parking, plus the speed and convenience with which passengers can clear security emerging as powerful draws.
What we took away from the workshop was that flying from Cork Airport is a joy for passengers. We distilled this thought, along with insights and analysis from previous brand work conducted, into a single statement of the brand promise and new tagline: “Love taking off”. With convenience and ease the cornerstone of the Cork Airport proposition, especially in terms of the number of popular destinations people can fly to, TOTEM has firmly positioned the airport as the antidote to the stresses and complications of air travel.