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CWLFLY.COM

06 September 2005

Research prompts pioneering dot.com branding for Cardiff International Airport

Cardiff International Airport (international airport code - CWL) intends to become an easily recognised consumer brand, the Welsh airport announced today. Extensive changes to its corporate identity, implemented over coming months, are similar to those carried out by airlines over recent years: basing a brand on a new web name: cwlfly.com.

Managing Director, Jon Horne, said: "The airport's strategy centres on a more active role in the travel booking process and is supported by a new look for airport signage, vehicles, and advertising, plus a new airline-style Internet booking service.

"We want the ability to effectively promote and bring services to the passenger's attention, reflecting recent research* which shows that ease of booking is a top priority in travellers' decision making criteria. This means re-thinking the entire approach to marketing by airports, which are usually passive in the travel process.

"Building a brand identity associated with the ability to purchase product rather than simply relying on a name that reflects a location alone has long been a tool used by the marketing industry. Airports have simply not done this before."

Among the immediate effects of the change is the launch of a sophisticated web site - cwlfly.com - where the main function is to enable visitors to search, identify and book flights and holidays available from Cardiff International Airport. Car hire, hotels, the airport's 51? Lounge and car parking are also available, as is ATOL bonding protection for UK users who build their own packages at the site.

cwlfly.com is supported by a call centre which can take bookings and enquiries by phone for those people who still prefer not to book on-line: the number is: 08000 199 796.

The airport's existing corporate web site will also be accessible through cwlfly.com, providing full information and details of the airport's facilities, how to get there and much more.

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