London Metropolis Airport’s newest model positioning may assist it in a post-COVID world
Again in late 2017, London Metropolis Airport went by means of a brand new branding train that launched a softer, way of life strategy stripping away its hard-faced enterprise picture that mirrored the town employee demographic trying to hop to and from Europe, New York and the remainder of the UK.
Delivered to life by The Allotment, the brand new model technique was completely timed to coincide with the burgeoning leisure routes. Pre-COVID you have been simply as prone to be headed to the Greek Islands or Ibiza as a lot as Rotterdam or Milan. In a bid to develop pleasure and affection for London Metropolis Airport, brisker, vibrant color palettes, extra dynamic and playful imagery and sort use have been deployed to create a way of heat.
“We noticed one thing completely different and extra significant for London Metropolis Airport. With the courageous help of London Metropolis Airport’s management workforce we created a brand new model for the airport that celebrated the vibrancy of contemporary London and displays the love that each passengers and staff have for the airport,” states James Backhurst, Co-Founder and Artistic Director for The Allotment.
Working with the management workforce at London Metropolis Airport the studio developed a analysis programme to grasp the persona of the airport, its challenges and story of transformation. Curiously, the Airport employees – lots of which have been locals – felt a real affection for the airport and have been rightly pleased with the nice and cozy service they supplied, usually towards a difficult backdrop of infrastructure, useful resource and regulatory constraints.
The brand new emblem encapsulates the concept that London Metropolis Airport is ‘on the coronary heart of London’ and is a gateway to nice experiences in London and for Londoners to see the world. Utilizing a intelligent typographic structure of the ‘London’ logotype, The Allotment created a central ‘O’ machine. This could change into a daring and recognisable emblem over time and can be used as an interactive window to wonderful experiences and locations. The chances for the brand throughout digital, transferring picture and print are limitless.
Curiously, the model emblem additionally grew to become the core of the promoting campaigns over the previous few years, which featured leisure-like imagery. It’s this imagery which may have been a part-stroke of genius and part-stroke of luck which can assist cement London Metropolis Airport as a preferential departure level as soon as COVID begins to abate.
Whereas the airport had at all times been reliant on enterprise travellers, its clear that this demographic can be badly hit publish pandemic, as new methods of working are extra accepting of distant work and video conferencing reasonably than face-to-face conferences. That mixed with Brexit naturally lowering the deep-rooted connections to different European cities implies that London Metropolis must be simply as reliant on leisure site visitors because it does European metropolis pairs. We’ve already see BA drop it’s distinctive LCY-JFK connection.
It’s nonetheless a couple of years till London Metropolis Airport’s imaginative and prescient is absolutely realised, by means of a brand new terminal and infrastructure, so it is important that model funding continues as there can be a future past the pandemic. Certainly London Metropolis Airport’s restoration can be sooner and extra sustainable with the model platform they’ve created in 2019/20 and its clear, like Heathrow, Luton and Gatwick, these 4 main airports have created a transparent concise model place that’s completely different to its rivals.
“Together with the design of our new airport, our new model id will assist us mirror every thing that’s nice about London, have fun its preeminent place as a really worldwide metropolis, broaden our enchantment to various kinds of passengers and make the expertise of London even higher for these visiting the capital, for enterprise or leisure,” says Robert Sinclair, CEO of London Metropolis Airport.
Curiously, the branding hasn’t stopped there although. In a transparent bid to enchantment to the UHNW market, of which LCY is interesting because of its central location, the model created a offshoot vertical for its Personal Jet Centre. The Personal Jet Centre is the one airport the place executives, celebrities and excessive internet price people can land or fly from the very coronary heart of the town from their very own non-public lounge and plane. Exclusivity, effectivity and comfort are important for the viewers. With arrivals and departure processing taking simply 90 seconds, it lives off of its efficiencies.
As such The Allotment created a slick premium feel and appear, with each a part of the model centered on distinctive providers, services and effectivity. “Premium providers aren’t one thing you promote, they’re one thing you may really feel. Each side of the Personal Jet Centre’s service is a chance to create a passenger-centric, extremely environment friendly and unique expertise.”
With a ‘On the coronary heart of luxurious flight’ proposition, The Allotment created a heat, indulgent and welcoming model that feels unique. This model requires readability and cut-through for a time poor viewers – utilizing slightly wit and plenty of creativity the company managed to attach the distinctive ranges of service with non-public flight – collectively these create a set of extremely related and memorable pictures that kind the primary visible language of the model communications.
It’s this intelligent strategy to each UHNW and Leisure travellers which have sparked our curiosity, and is probably the one instance of an airport’s repositioning that can already assist it construct model desire in a post-COVID world. Little doubt different airports internationally will maybe take be aware, shaking off the company sterile imagery, as an alternative choosing a well-known, heat, and pleasant strategy in a bid to lure extra passengers by means of its doorways.