Shannon Airport Launches ‘Best Place to Fly From’ Campaign

Shannon Airport has unveiled a new national brand campaign, “The Best Place to Fly From,” positioning the mid-west gateway as Ireland’s most convenient and passenger-friendly airport as it rolls out expanded routes, major infrastructure upgrades and a suite of traveller-focused services for 2026.

New Campaign Puts Passenger Experience Centre Stage

The Shannon Airport Group launched the “The Best Place to Fly From” campaign on 25 February 2026, describing it as a fun, semi-animated celebration of the airport’s reputation for a quick, friendly and hassle-free journey. The hero advertisement is built around two animated feathered “frequent fliers” who experience the airport from car park to gate, guided by real members of the Shannon team.

The 30-second film features Airport Police and Fire Service officer Gerry O’Halloran and Airport Search Unit officer Julia Shortt, underscoring the campaign’s focus on the people behind the operation. Their interactions with the animated characters highlight the human touch that executives say differentiates Shannon from larger hubs.

Timed to run across TV, cinema, radio, digital and outdoor channels nationwide, the campaign builds on Shannon’s status as Ireland’s top airport brand, a title it has held for three consecutive years according to independent consumer research. The airport is seeking to translate that brand strength into further passenger growth as it heads into another busy summer season.

Shannon Airport Group’s head of brand and marketing, Tim Ryan, said the creative approach is designed to reflect the warmth and ease that frequent users already associate with the airport, while introducing the experience to new audiences across Ireland. He added that as the route network expands, the core promise remains an efficient, friendly journey from arrival to take-off.

Expanded Route Network Targets Record 2026 Schedule

The campaign launches against the backdrop of Shannon’s largest route network in 17 years. The airport plans to operate 40 routes in 2026 across Europe, the UK and the United States, following a record 2.3 million passengers in 2025, a 9 percent increase on the previous year.

Five new destinations are being added this summer alone. Ryanair will operate new services to Rome, Warsaw, Madrid and Poznań, while Discover Airlines, part of the Lufthansa Group, will connect Shannon to Frankfurt, a key European hub. These additions build on a broader Ryanair expansion that includes a fourth based aircraft at Shannon and increased frequencies on more than 10 existing routes.

On the transatlantic side, Aer Lingus is boosting its Shannon–Boston service to 10 flights per week at peak, while also increasing Shannon–Paris Charles de Gaulle to three weekly services from May to October. Delta and United are maintaining expanded U.S. schedules introduced for summer 2025, with more than 325,000 seats available on direct flights to major American cities.

Airport management say the bolstered network reinforces Shannon’s role as a strategic gateway for the west of Ireland, supporting inbound tourism to the Wild Atlantic Way as well as providing additional options for local residents seeking direct European and U.S. connections.

Infrastructure Investment Aims to Keep Journeys Seamless

To keep pace with rising passenger numbers and a busier schedule, The Shannon Airport Group has embarked on a multi-year infrastructure programme. More than €20 million was invested across 2025, with over €40 million in further projects planned, including upgrades to immigration and baggage halls and improvements to airfield taxiways.

On the ground, parking capacity has been significantly expanded. An extra 1,000 spaces were added in 2025, bringing the total to more than 5,600 across five short- and long-stay car parks, all within a seven-minute walk of the terminal. The airport’s budget Park4Less option has been enlarged to meet growing demand from regional travellers driving to Shannon.

Inside the terminal, Shannon continues to roll out next-generation security screening that allows passengers to leave liquids and electronics in their bags. Management say the technology, combined with shorter walking distances and streamlined check-in areas, is cutting queue times and helping the airport deliver on its promise of a smoother journey.

Shannon has also expanded its European boarding gate facilities and is preparing a thermal wrap of the external arrivals area to improve energy performance and passenger comfort. These works sit alongside longer-term development within the wider Shannon Airport Business Park, where the Group has developed more than one million square feet of commercial space over the past decade.

Inclusive, Customer-Focused Services Underpin the Brand

Beyond bricks and mortar, the “Best Place to Fly From” message leans heavily on a growing suite of accessibility and customer-care initiatives. Shannon has designated itself an age-friendly airport, with tailored supports for older passengers, and operates a dedicated Sensory Room for travellers who benefit from a quiet, controlled environment before flying.

The airport participates in the Hidden Disabilities Sunflower Programme, enabling passengers with non-visible disabilities to discreetly signal that they may need additional assistance. Staff across the terminal have been trained to recognise the sunflower symbol and respond with appropriate support, from extra time at security to clearer wayfinding guidance.

Digital tools are also being expanded. Shannon’s mobile app offers live flight updates, parking information and queue-time indicators, while updated digital signage inside the terminal aims to simplify navigation, particularly for infrequent flyers and families travelling with young children.

Airport executives say these measures are central to maintaining Shannon’s reputation for a relaxed atmosphere compared with busier hubs, even as overall passenger volumes continue to grow.

Regional Strategy and Government Backing Strengthen Position

The campaign launch comes as Shannon secures a stronger footing within national aviation policy. On 25 February, Shannon Chamber welcomed the Government’s decision to include Shannon Airport in the Regional Airports Programme for 2026 to 2029, a move expected to unlock additional funding for infrastructure and route development.

Business leaders in the mid-west have argued for several years that state support is vital to ensure balanced regional connectivity and to relieve pressure on the country’s larger airports. Inclusion in the programme aligns with Shannon’s own investment plans and its ambition to act as a growth engine for tourism, trade and employment across the west and south-west.

Shannon Airport Group chief executive Mary Considine has repeatedly highlighted the airport’s potential to deliver further connectivity if backed by supportive policy. With passenger growth, new routes and a major capital programme now under way, the new brand campaign is being framed as the public-facing expression of that strategy.

As “The Best Place to Fly From” rolls out across Irish media in the months ahead, Shannon’s management will be watching closely to see whether the creative message, expanded route map and upgraded facilities translate into another record-breaking year at Ireland’s western gateway.