Wednesday 17 July 2013
The Treasury and Resources Department is confirming today that it does not believe that renaming of Aurigny is a matter that should be pursued by the airline as a priority. The Department's Board has now met with representatives of the Company to discuss the matter and agreed that the focus for Aurigny's Board, management and staff should clearly remain on the major strategic challenges and opportunities currently being embraced by the airline.
Deputy Minister for the Treasury and Resources Department, Deputy Jan Kuttelwascher, said:
"We have a very committed, but small, team at Aurigny which is currently devoting its energy to planning a major expansion of its services on the Gatwick route and the acquisition of an additional aircraft to support that operation. It is also planning for the replacement of the ageing Trislander fleet.
These are strategically important issues for both the airline and the Bailiwick. They also provide opportunities to transform Aurigny and it is important that the airline remains focused on these in the immediate future."
The Department has confirmed that any decision to change the name or branding of the airline is one that would rest with the company itself. Aside from changing the liveries on existing aircraft, there would also be implications for staff uniforms, the design of the company's website and a host of other different advertising material and signage used by the airline. Very initial estimates put the total cost of a complete rebranding at around £500,000.
Deputy Kuttelwascher continued:
"Given the wider implications, it is important that any such changes are carried out in a considered manner, after proper research and with the benefit of some market testing. It is not something that should be done in haste.
Both the Department and the airline recognise the marketing and promotion opportunities that an aircraft asset can provide for the Bailiwick. These opportunities can be leveraged without necessarily renaming or rebranding the entire airline. For example, it is quite common for airlines to use one or two of their aircraft as logojets or "flying billboards". Whilst ultimately this would remain a matter for the airline, this is something we will consider as an alternative with Aurigny to promote the Island, but again, only after it has finalised its plans for the major strategic issues that lie ahead."
Mrs Jill Allen
tel: (01481) 717000