The airport sector is fast changing and dynamic - with traditional sources of income from aviation reducing, they are looking for alternative income streams and are particularly focusing on retail, car parking and onsite property development/tenancy.
One of the key challenges for MAG was to define the role of the brand. The airport is not the primary choice in the traveller’s decision and consequently the challenge is to understand how big an influence the brand can have in the decision making process. Our belief is that by giving them a consistently great experience, across all of the 4 MAG airports, they will want to use the airport time and again and will recommend to friends and family. A brand model was developed for the Group defining the relationships between the various brands and Cogent has since played a significant role in the implementation of the brand, working with stakeholders at all levels in the business, developing agency away days, providing a brand helpline to other agencies, refreshing the websites, setting up a Digital Asset Management system and assisting with many new strategic projects.
