London-Shetland air link kicks off

The Faroe Islands-based carrier, Atlantic Airway, begins a twice-weekly service this Friday between London and the Shetland Isles. The flights link Sumburgh Airport with London Stansted, as well as the Faroe Islands.

Atlantic Airways has had a major campaign in London to promote its new direct air link between Shetland and the UK capital.

Key elements in the £90,000 campaign included panels in Underground trains urging commuters to take the “space shuttle” to escape the crowds, pollution and jams.

The airline hopes eventually to build the new route to a year-round operation.

Meanwhile, Atlantic has joined forces with VisitShetland to fund the London campaign, which is also supported by London Stansted Airport and the Faroe Islands Tourist Board (services continue from Shetland to the Faroe islands).


Besides the month-long Tube presence, the campaign will also include radio promotion, specialist media, website development and media relations.

Kent Christensen, the airline’s Sales & Marketing Director, said: “We have already been greatly encouraged by the volume of forward bookings on the new route. We are now delighted to work with all our partners to ensure many more people know how easy it will be to escape from London to Shetland and, indeed, the Faroe Islands. We are delighted by the positive attitude of our colleagues in Shetland and will continue to work with all our partners towards the eventual aim of a year-round service.”

Services start from Friday June 23 and run twice weekly until Monday October 30. Flights will operate on Mondays and Fridays, giving a non-stop link from London Stansted to Sumburgh (Shetland) - as well as twice-weekly services between Shetland and its North Atlantic neighbour, the Faroe Islands. The flight time will be one hour 40 minutes and fares start at £156.

Atlantic Airways is the Faroe Islands’ national carrier and its all-jet fleet links the islands with neighbouring countries, including Denmark, Iceland, Norway and Scotland. It also operates on behalf of other carriers to Greenland, as well as flying charter contracts throughout northern and central Europe.

The new routes from Shetland open up exciting tourism opportunities for the UK’s most northerly territories - previously visitors to Shetland have faced complex and expensive journeys by air, or a long ferry crossing.

Andy Steven, VisitShetland’s Director of Tourism, said: “By making our islands and famous hospitality easily accessible from London, a weekend break to Britain’s most northerly islands is now a reality.
We are delighted to work with Atlantic Airways to ensure the success of this new service.”
The introduction of the new route is being supported by the Scottish Executive Air Route Development Fund—it will also prove a boon to Shetland’s oil industry, with industry personnel currently travelling on non-direct flights and special charters.

The London campaign is being managed for Atlantic Airways by travel marketing specialists Gravity Consulting, based in Durham, with the creative development and execution by London-based One80.
Atlantic Airways also provides a strategic link between the Faroe Islands and Aberdeen, operating up to two times weekly.