The Challenge
A lack of a strong brand framework and clear hierarchy lead to brand confusion and individual airport identities. The challenge was to redefine the brand strategy, from the values and ID, through to the single unifying proposition that would guide the company.
The Solution
A brand audit was undertaken, interviewing key stakeholders and reviewing all data and customer experiences, to identify the key areas for development. Through internal workshops a draft positioning and model was created and tested in focus groups. We then helped the business to gain board level buy in and the new positioning was rolled out with a refreshed identity.
The Result
With a clear positioning and identity, the business was able to deliver a far more consistent customer journey across all 4 airports. This ultimately helped to improve results on future marketing campaigns.