Birmingham Airport seeks to cash in on scrapping of London airports’ development
Thursday, 05 Nov, 2010
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Birmingham airport is to drop the word international from its title yet focus on repositioning itself as a “truly global airport”.
The airport is going through a rebranding exercise and will use the phrase “Hello World” across its site and marketing communications activities.
The rebranding will be evident to passengers who arrive at the new £13 million redeveloped terminal opening in spring next year, where the two terminals of the airport have been merged into one.
Birmingham Airport sees the scrapping of future airport development in the south east as an opportunity and says it wants to make people aware of how close it is to London by train (70 minutes, becoming 38 minutes when high speed rail kicks off).
Chief executive officer Paul Kehoe said: “Our current brand identity doesn’t reflect what we’re about now and what we aspire to be in the future. We want to embrace the fact that we can connect people to over 400 different places worldwide and want people to feel proud and excited about the opportunities that lie ahead.
“There are around eight million people living within an hour’s drive of the airport but less than 40% of this demand uses Birmingham; we are determined to increase this figure over the next few years. We want people to think about their journey in a new way, and not to be bound by old habits.
by Dinah Hatch
Dinah
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