A battle of the airports is imminent after Dublin Airport Authority unveiled its first big advertising campaign.
The authority believes there is potential to grow northern users from the 500,000 a year estimated to use Dublin.
The Dublin Makes Sense campaign comes at a time when Belfast City Airport is still recovering from bmi baby's departure.
Vincent Harrison, DAA's director of strategy, said Dublin offers "a much wider range of direct services".
He also cited the Republic's lower air passenger duty.
Fasten your seatbelts as the debate over APD enters a new and turbulent patch.