Airport changes name to cash in on Groats revamp
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The name extension is designed to bring about more business to the airport through its association with John O’Groats which has been transformed over the past year with luxury chalets for high rollers by Cheshire-based holiday firm Natural Retreats.
But the move comes following harsh criticism of the closure of the airport on Friday afternoons and all day Saturday due to what the airport operator called “sudden and unexpected changes to air traffic control staffing levels”.
Civic leader of Caithness and Wick Airport consultative committee member Gail Ross said although the addition to the name is not a massive change, the rebranding could enhance the amount of business going through the airport including those on end-to-end challenges and tourist trips.
“I think it’s an excellent public relations idea for the county,” said the Wick councillor. “Who knows how much business we are missing out on because people don’t realise that Wick is the airport that serves John O’Groats?
“This way the airport still keeps it identity but it gives a good compromise and I think it’s a good, positive move for the county.”
The move also raises questions over the transport links to John O’Groats, with disembarking passengers faced with a 16.5-mile journey to the “end of the road”, with no Sunday bus service operating between the two.
Earlier in the year the name change was put to the airport consultative committee, which Mrs Ross is on through the Highland Council.
By keeping Wick at the front of the name change it allows the airport to keep its International Air Transport Association (IATA) airport code – WIC.
The IATA code for JOG is already taken by Adisutjipto International Airport on the island of Java, Indonesia.
Former Highland councillor Bill Mowat explained that historically many Caithness locations capitalised on the well-known Groats name.
“Back in the Victorian days, lots of things in Caithness were named John O’Groats like Wick John O’Groats Football Club, the John O’Groats masonic lodges and all sorts of things,” said Mr Mowat.
“That seemed to have fallen out of fashion especially with the removal of the A9 road to John O’Groats in the 1990s. So this is quite a pleasant reversal of what has been happening more recently.”
Andrew Bruce, who runs the airport-based Far North Aviation, was neutral when approached for his opinion on the rebranding.
“If it can bring more business to the airport, then fine. I’ve no real objections to what it is called as long the change does not cost a lot of money.”
Highlands and Islands Airports Limited managing director Inglis Lyon said the name change should bring economic benefit across the far north.
“We have been actively looking at how we can better promote the northern mainland as a tourist destination which includes rebranding the airport as Wick John O’Groats Airport to reflect its status as the gateway to Caithness and north Sutherland,” he said.
“With John O’Groats undergoing a significant transformation, we believe this rebranding will help support efforts to promote the town and the wider area to inbound visitors.”
The rebranding will be officially unveiled at a business breakfast at the airport next Thursday, organised in partnership with Caithness Chamber of Commerce.
