Aer Lingus invests in web content management system

17 Mar 2010

TerminalFour has landed a major contract with Aer Lingus to deploy the web content management system for the airliner’s new website.

TerminalFour’s content management solution – Site Manager – will be used to help increase international website traffic and deliver personalised customer searches.

Aer Lingus flies more than 10 million passengers a year to 72 destinations throughout the world. is its primary sales channel accounting for well in excess of 75pc of all flights booked.

Aer Lingus aims to make its website one of the most interactive and usable airline websites in the world. To realise this vision, it required a web content management (WCM) solution that could address the limitations of its previous content management system. 

TerminalFour was chosen based on its competitive pricing model, easy-to-use software and high-profile customer base.

Aer Lingus’ online goals

Aer Lingus wanted to eliminate the barriers to a quality end-user experience, which included timeouts on web pages, limited interactive capabilities and incompatibility with the latest communication devices.

In addition, Aer Lingus brand managers wanted a website that could provide fully integrated marketing campaigns, enhance SEO strategies and enable last-minute special offers. The previous system was restrictive in terms of content publishing.

The new site’s easy-to-use publishing capabilities have devolved content creation across the airline, allowing for the immediate creation of online campaigns, special offers and giveaways for customers.

At a moment’s notice, targeted landing pages for specific promotions, such as for ski destinations, can be created within the Aer Lingus and partner sites. This will result in better SEO campaigns and greater exposure for Aer Lingus online.

The new Aer Lingus website will create the platform for additional revenue-generating services online, said Ronan Fitzpatrick, head of e-commerce at Aer Lingus.

“Aer Lingus is currently undergoing a systems review process. As part of this redevelopment we wanted to put a content management platform in place to help deliver the full revenue potential of the Aer Lingus website.  

“We needed a web content management solution with the core features and capabilities to create a dynamic online representation of the Aer Lingus brand.”

By John Kennedy

Photo: David Miller, COO of TerminalFour and Ronan Fitzpatrick, head of e-commerce, Aer Lingus

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years