Aurigny rebrand as Guernsey airline 'back on States agenda'

Aurigny jet
Image caption Deputy Darren Duquemin wants the airline to reflect its base - like British Airways, Air France and American Airlines

Another call for a rebrand of the States-owned airline Aurigny will be voted on by the States of Guernsey.

Deputy Darren Duquemin believes a name change should take place so the airline is "clearly positioned as a Guernsey airline".

He made the suggestion two years ago when it was sidelined, but had brought it back as part of a debate on paying off the airline's debts.

An Aurigny spokesman said a rebrand would not represent "value for money".

He said: "Rebranding would, we estimate, cost in excess of £750,000 because, as well as aircraft livery changes, it would also involve changing ground vehicle paint schemes, manuals, signs, uniforms and stationery.

"Aurigny lacks the in-house expertise to carry out the exercise itself so agency costs would add to the overall figure.

Image caption The names of Channel Islands are written on the sides of the airline's planes
Image caption Dornier 228s are due to replace the company's trislanders on flights between Guernsey, Alderney, Southampton and Dinard

"In terms of brand awareness, we have a website that is optimised to show in the top three or four Google searches when the words "Guernsey + flights" are entered.

"We see rebranding as a distraction from our core business of flying passengers safely to and from Guernsey and Alderney and also an erosion of a brand that is nearly 50 years old.

"But, like many decisions surrounding the airline's activities, re-branding, or otherwise, is ultimately a shareholder decision."

Aurigny is the Norman word for the Channel Island of Alderney.

The airline was launched in 1968 and it was bought by the States in 2003 in a bid to secure the island's air links to London Gatwick.

Under Mr Duquemin's proposal the rebrand would coincide with the airline's 50th anniversary on 1 March, 2018.

The item is due for discussion in this month's States meeting starting on 25 November.

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