Birmingham Airport has recruited Midlands based marketing agency, Connect Group, to manage its rebrand following a competitive tender process.
The rebrand will be unveiled in the spring of next year when the Airport opens its new £13m redevelopment project to merge the two terminals into a single facility, creating new shops and restaurants and increasing its security area to improve the passenger journey.
Connect, a fully integrated agency, has been tasked with repositioning the Birmingham Airport brand and to create a new corporate identity that reflects its current position in the market place, as well as its future potential.
Jo Lloyd, the Airport’s Head of Brand, said, “We have plenty of spare capacity - enough to take another nine million passengers today - and of the 8 million people living within one hour’s drive, less than 40% currently use Birmingham so we need to make ourselves more visible to this market.
“Furthermore, we’re the only UK airport with planning consent for a runway extension and the plans for a High Speed Rail link will reduce the rail journey time from London to just 38 minutes.
“We therefore see ourselves in a vital position as a strategic national asset, which can easily form part of the solution to the 'Heathrow Problem', and as such we need to create positive awareness about Birmingham’s potential, to foster a sense of pride and grow loyalty from passengers living in the one and two hour catchment.”
The tender was awarded to Connect at the end of August and work will now focus on a new corporate identity including a new logo and associated marketing communications. The new identity will be featured throughout the redeveloped terminal, which will be unveiled in the spring.
Rob Hampton, Managing Director of Connect , added, ”The future of Birmingham Airport is very exciting; it has a big role to play in delivering more flying for passengers to and from the UK and is ideally positioned to make the most of Birmingham’s great transport connections and extensive catchment area. We’re delighted to win this contract and look forward to working with the Airport’s team to assist in the realisation of its potential.”
The rebrand comes at an ideal time for the Airport. Not only will it increase general awareness as it climbs out of the recession but it will well place it to accommodate the growing demand for international services to global destinations that are expected in the coming years.
The Connect Group was founded in 1993 by Rob Hampton and has an annual turnover of £14m. It employs more than 120 people and is located in Wolverhampton City Centre.