Insider Media Limited

Birmingham Airport has created a role for a brand ambassador for Asian markets. The airport said the position was created to help it become “a truly global airport”.

Uday K Dholakia, a senior partner with a Midlands-based consulting firm, will take on the role.

Dholakia has more than two decades' experience of brand development and international marketing, as well as experience of route and cargo development and launching of new routes.

Paul Kehoe, chief executive of Birmingham Airport, said: “We want to embrace the fact that we can connect people to over 400 different destinations worldwide and want people to feel proud and excited about the opportunities that lie ahead.

“Uday’s extensive knowledge of the Asian markets and route and cargo networks in the Middle East and the Indian sub-continent will be integral to tempt people away from the ‘Heathrow problem’ and think about closer airports.

“There are around eight million people living within an hour’s drive of the airport but less than 40 per cent of this demand uses Birmingham. We are determined to increase the links with the Indian subcontinent, as a truly global airport.”

Dholakia, said: “I am delighted with the appointment and the opportunity of working with a professional team is exciting, with a clear aim of enhancing Birmingham Airport’s global reputation by further enhancing its route and cargo links with the Asian markets.”