Aurigny could change its name next year

Andrew Haining said that the idea of rebranding the airline was ‘always in the background’.

Before Mr Haining took over the role some three years ago the idea came to the fore when a deputy at the time, Darren Duquemin, suggested the airline be renamed to include Guernsey in its title.

At the time the then Treasury and Resources said that completely rebranding the States-owned airline was not a priority and warned it would cost taxpayers £500,000.

‘We’re obviously asked [about renaming] because it’s part of our remit,’ said Mr Haining.

‘But rebranding an airline is an expensive business, from repainting the planes to getting new uniforms and a website. We’re working through these costs and implications with the STSB [States’ Trading Supervisory Board] currently.

‘From the airline perspective we’ve been consistent in saying that we don’t believe that the rebranding of the airline per se would deliver enough more passengers to cover the cost of doing so.’

Two thirds of the airline’s passengers are from the islands, he said, and the airline believes brand awareness is strong in the community.

‘A third of our passengers come from outside where there may be some benefit in rebranding, but we don’t think the benefit in potential increased sales would outweigh the direct costs of rebranding. However, from an island profile perspective, a similar cost benefit analysis could well come to a different conclusion and perhaps should be carried out.’

If there is to be another discussion of the move, though, the time is almost at hand – the airline is putting together a business case to buy three new ATRs and if approved by the States, Aurigny hopes to have them operational by the fourth quarter of next year.

‘The most cost-effective time to effect such a rebranding, would be when aircraft are replaced,’ said Mr Haining. ‘If we get consent for the new ATRs, next year might be the sensible time.’