Cambridge airport - a little-known regional airfield in the east of England - has embarked on an aggressive sales and marketing drive in a effort to become a leading destination for international business aircraft traffic.
The airport has dropped its parochial Marshall Airport Cambridge tag to emphasise its proximity to the city of Cambridge, renowned for its academic, high-tech scientific and business communities. The rebranding is also designed to separate the aviation business unit from owner Marshall Group's other activities.
"We want to be a leading aviation hub for the east of England," says Cambridge airport's recently appointed chief executive Archie Garden, who has been tasked with spearheading the project.
"Although Marshall has made a significant investment in the airport with a dedicated fixed-base operation, extensive hangarage and an instrument landing system, we are not widely known in the business aviation community. We are determined to change this."
Cambridge airport recorded around 29,000 movements in 2010, of which around 18,000 were general aviation flights - including flying schools and helicopter emergency medical services operations. Business aviation numbers totalled around 3,000.
"Our plan is to double our business aircraft movements by 2013," Garden says. "By actively marketing our airport we hope to attract business aircraft heading to the London Olympics in 2012. This will give the aircraft great exposure."
Garden is also focusing on growing the airport's maintenance and training offering and boosting its airline traffic, which only accounts for 150 movements a year. "Cambridge airport offers a wealth of possibilities that have yet to be exploited," says Garden.
"We have flexible opening hours," he adds, "and can accommodate a complete range of aircraft from light jets to Boeing Business Jets. We plan to refurbish the existing passenger terminal and attract regional airlines such as Suckling Airways and Flybe to the site."
Source: Flight International
