Helping a corporate vision to take flight.
With 100 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 organisation 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 “more than just a terminal for arrivals and departures”. Another challenge was to appeal to two highly distinct audience groups — travellers 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 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. In-depth desktop research was conducted to get an understanding of branding best practice within the global airport landscape. 75 of the top 100 airports as per the Skytrax World Airport Awards 2013 were examined, which provided a list of the world’s top industry performers against which Adelaide Airport could benchmark itself. The identity was an expression of the ease and seamlessness that is the hallmark of Adelaide Airport’s customer experience and the endless opportunities it affords.