With 785 hectares of prime real estate and facilitated investment forecast to touch $1 billion within the next few years, Adelaide Airport had a vision to position itself as a next generation hub for business. This was also in keeping with the global trend of the aerotropolis, i.e. a city developed around an airport. Thus, the organization was looking for a new brand identity aligned to its future direction.
The marketing challenge was to shift the way Adelaide Airport was perceived, so that it would be seen as ñmore than just a terminal for arrivals and departures.î Another challenge was to appeal to two highly distinct audience groups „ travelers and corporate (consisting of business development, property, trade, government etc), which meant that the brand needed to be flexible enough to support two completely different sets of attributes and personalities.
The agency reviewed existing customer research to understand perceptions held by customers and key stakeholders, which helped bring clarity to the positioning platform and brand attributes. 75 of the top 100 airports as per the Skytrax World Airport Awards 2013 were examined, which provided a list of the worldÍs top industry performers against which Adelaide Airport could benchmark itself.
The identity developed is an expression of the ease and seamlessness of Adelaide AirportÍs customer experience and the endless opportunities it affords. The identity is expressed in two color palettes to support the brand attributes and personalities that appeal to traveler and corporate audiences.
The new brand was launched in October 2014 and received great community support and feedback via its Facebook page. The new identity was also received with great enthusiasm by staff at all levels of Adelaide Airport. The new brand has been applied to the website, newsletter and a range of collateral and is in the midst of being rolled out to signage, staff uniforms as well as diverse merchandise.
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