USP Creative

Creating a destination brand

  • Liverpool John Lennon Airport
  • Brand Communications

Airports are traditionally transport hubs which facilitate airlines. However, turning the model upside down, allowed us to create a vision and campaign to transform LJLA into a distinctive destination brand of it's own rather than a simple conduit to others.

The Challenge

To make Liverpool John Lennon Airport the first choice for travel in the region.

Airports are traditionally transport hubs which facilitate airline and retail brands. Travellers tend to book flights based on availability/flight times and airline choices and the airport becomes a secondary consideration when all other details are on parity. The airport is not considered a brand in its own right, but rather a conduit to others.

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The Solution

We chose to turn the traditional customer journey on its head, and to transform LJLA into a distinctive personality in its own right, a boutique travel hub offering choice, service and quality, and a destination brand rather than a faceless conduit to others. Department stores successfully inspire loyalty and create distinctive brand experiences despite operating on a similar business model and this became our ambition for LJLA. Under our umbrella promise of ‘faster, easier, closer’ we worked with LJLA on everything from events to internal communications, and from advertising to sales promotion. Building the brand from the inside out, we helped to make travelling more enjoyable and to create the airport the region loves.