RELAX..... WE’RE DRIVING
AIRPORTERS BACKGROUND
 The Airporter is a locally based company, it
was founded in 1996 and it provides a shuttle
between Derry and Belfast’s international and
city airport, providing 11 services daily.
 The Airporter isn’t just an ordinary bus

service. It is a unique travel initiative

designed and based on the demands required
by the customers who use it. Therefore the
customer gets what he/she wants
Airporter Aim
 It is a fact that Passengers who are travelling to
make air connections do so with increased levels of
anxiety and stress that are not common when
making other transport journeys. That is why the
Airporter slogan is ‘relax we’re driving’. This
therefore takes the hassle out of what could be a
stressful journey.
 The Airporter aim is to help eliminate the stresses
and anxieties of travelling. They provide certain
services to do this such as.......
Airporter And Its Prizes
 Over the past few years the air porter company has
picked up a number of awards such as, in 2005
they received the ‘best Derry tourism initiative’, in
2006 they received the ‘CPT-NI Awards - Best Mid-
size Coach Operator - “Best in Class” and in 2009
‘First public transport company to have FREE Wi-Fi
on all scheduled services’
WiFi on Board
 Airporter was the first Public Transport Bus
company in Northern Ireland to provide the Wi-Fi
facility on all their services. The new Wi-Fi service
will keep passengers entertained while travelling to
or from the airport it is a great tool for all there
passengers no matter what age for example it
could keep young children entertained by letting
them play games, it can keep students on there
toes by allowing them to access their studies and
can keep business passengers connected to their
jobs. All Airporter passengers will be able to
connect for FREE.
The media channels we have
chosen...
We have chosen print based media and radio
advertising as our two marketing channels.
We believe this will be most effective in
reaching the target audience and also the
most cost effective.
Why?
 Airporter is a small company that only operates
from Derry, so there is no need for the company to
advertise regionally throughout Northern Ireland.
Derry has weekly newspapers that would be a
perfect medium for the company to advertise on.
There is also Q network radio that offer advertising
space online and on air, which can be targeted at
specific geographical regions or mass regional
advertising.
Advantages of print based media
 The company will be able to determine which days
they want to advertise, in which papers, and which
pages they want to advertise on

 Low cost. It is much cheaper than using Television

to market the new service.

 Derry has its own newspaper group that publish

various titles each week on different days.
Disadvantages...
 The company will be restricted in that they will only
have a visual element to the campaign, as they
cannot include sound.

 They will be restricted by geographical boundaries,

if they want to make the brand a more regional
service.

 They will be bound to the days that the newspapers

are published.
Advantages of radio advertising
 Is cheaper than TV advertising

 Can get across to a broad network of people in a

quick space of time

 Can be picked up subliminally, through people

having a radio on in the background
Disadvantages...
 Lack of imagery, as the radio is only a sound
medium; the consumer will not be able to see any
visual elements to the advert.

 The listener may get bored if too much information

is put into the ad, or feel uninformed if there is not
enough.
RADIO SCRIPT

 SFX [SUITCASE ZIPPING CLOSED]

 VO1: Aw Naw, How are we getting to the airport?!
 VO2: No sweat pet, I have it sorted!
 VO1: Happy Days! But How, I’m not getting a lift

with your ma again!

 VO2: The Airporter of course!
 [SFX: BUS DRIVING AWAY, FOLLOWED BY SIGH OF RELIEF]
 V03: The Wi-Fi enabled Airporter runs between
Derry and the Belfast airports 11 times a day,
making it easier for you to get on your way!
Airporter, Relax, We’re driving.
 The air porter as a company are focused on finding
new ways of attracting passengers from the car to
the coach and are committed to making public
transport the “First choice, and not the last option!”
Conclusion
 Radio and Print best option of advertising as
the potential sales and market audience are
relatively high in relation to cost.
 Securing broadcast slots during busy driving

hours such as 7-9am and 5-6pm is essential.

 We recommend that in the future the

Airporter expand their advertising efforts

across different regions of Northern Ireland.
 Creating the right marketing strategy and

service is key to success.

 Thanks for Listening....