By Peter Tremayne

Newquay Airport bosses have dipped a toe into the thoroughly modern marketing technique of hiring a social media “influencer” in a bid to shore up passenger numbers.

Many brands now recognise that their return on investment on social media is far more rewarding than conventional advertising campaigns.

Newquay Airport, whose passenger numbers for the first quarter of the year were nearly 25,000 below target, has turned to a fashion model who has 36,000 followers on Instagram to help encourage people consider flying to and from Cornwall.

Clara Holmes, whose social media name is “rollinfunky” specifically promotes herself as someone capable of reaching diverse audiences.  As a black, wheelchair-using, vegan, 40-something woman based in London, her website tells how she is now carving a niche for herself as a social media influencer:

“I’m a fashion model and recently started doing public speaking events, as I am very passionate about self-love, body positivity and for there to be a more diverse representation of all bodies within the fashion and beauty industry.

“I was a vegetarian for 17 years, before I became a gluten-free vegan nearly 7 years ago.

“I have a healthy-ish lifestyle, which includes fitness. I have a passion for fashion and love to travel to different places. I am not much of a repeat traveller (except to Jamaica which is the home of my family heritage) as I like to go to different places.

“I am very adventurous and like to experience new things - some may say I am a bit wild, but I just love to live life to the fullest the best that I can.”

Newquay Airport prides itself on its approach to accessibility for people with mobility challenges, recently installing an “ambulift.”

The airport says this “provide safe and comfortable boarding and disembarking for passengers with reduced mobility.  Its introduction demonstrates Cornwall Airport Newquay’s dedication to enhancing accessibility, ensuring a seamless and dignified travel experience for everyone.  This reinforces the airport’s vision of inclusivity and excellent customer experiences, regardless of passengers’ mobility requirements.”

Airport bosses have described media coverage generated so far by Ms Holmes as "brilliant."

Ms Holmes however faces a daunting task if her social media posts are to boost the commercial viability of the airport, which currently consumes at least £3.6 million a year of Cornwall’s taxpayers’ cash in direct County Hall subsidy.

Rollinfunky: Clara Holmes is now encouraging people to use Newquay Airport

The recently “declassified” Newquay Airport forum minutes reveal tensions between the airport and Cornwall Council over the council’s policy of encouraging its own staff to travel by train, rather than fly, where possible.

Until the Covid pandemic of 2020 it had been common to see dozens of council officials in the airport departure lounge as they flew to London for meetings at Whitehall.  Nearly all of those meetings are now conducted via video over the internet.  Indeed, scores of County Hall staff now spend much of their time working from home and do not even visit Truro.

The most recent survey of Newquay Airport passengers suggests that most are holidaymakers and second home owners.

The true value of the airport to Cornwall’s economy remains a controversial figure which many councillors think is in need of robust academic investigation.

The future of the airport is also currently occupying a considerable degree of committee time at County Hall as the ruling Conservative administration ponders ways of privatising it before the next council elections in 2025.

Similar privatisations in other parts of the country have often led to sharp reductions in aviation as property developers speculate about alternative uses for the airport estate.

petertremayne@cornwallreports.co.uk