CPH’s new low-cost facility named “CPH Go”
Copenhagen Airport’s new low-cost facility, scheduled to open on 31 October this year, has now officially been named “CPH Go”. Until now, the low-cost pier has been known as “CPH Swift”, a working title which has now been changed to CPH Go, which clearly signals what it is all about: more cheap tickets to more destinations.
When CPH launched its new low-cost concept about 18 months ago, we chose a working title specifically targeting low-cost carriers’ demand for swift airport turnarounds. The opening of the new low-cost pier is now less than two months away and it is time to focus on the passengers who will soon be using the new facility.
“The signal the new name is intended to give passengers is: more cheap tickets to more destinations. We therefore decided a while back that we would launch the low-cost pier under a new name once we got closer to the opening date. CPH Go is a name that describes the rationale behind the low-cost pier, namely the encouragement to travel,” said Henrik Peter Jørgensen, VP, Communications at CPH.
Growth in low-cost traffic The Danish civil Aviation Administration recently approved the CPH Go passenger charge, and the 35% reduction compared with the existing passenger charge creates a basis for continuing growth in low-cost traffic at Copenhagen Airport.
The number of low-cost passengers at Copenhagen Airport is higher than ever before, and CPH Go is a major reason for the increase – even before the low-cost pier has opened its doors to the first passengers.
“In July, we reached 400,000 low-cost passengers in a single month, and the low-cost market share at Copenhagen Airport has grown steadily over the past year. When we talk to the low-cost carriers, they make it very clear, many new low-cost routes have been opened because we have announced the prospect of a dedicated low-cost pier, CPH Go,” said Henrik Peter Jørgensen.
In July 2010, the low-cost market share was 18.5%, and the market share for the first six months of the year was 17.6%, which was about 3% higher than in 2009.
Extensive tests behind name change Before the decision was made to change the name to CPH Go, we tested the name on more than 450 persons. A test of several different proposed names showed that CPH Go is the name travellers like the best and which best signals the product offered at the low-cost pier, i.e. more cheap tickets to more destinations, and which is best in line with passenger expectations of Copenhagen Airport.
The test also showed that CPH Swift had not caught on with the population in general.