Challenge
London Luton Airport is one of the fastest growing airports, with passenger numbers increasing from 1.9m pa in 1995 to 8.5m pa in 2006. As part of this ambitious growth strategy, Luton has undertaken some significant developments in recent years, including building a new terminal. To communicate this change, Communiqué 360 were briefed to develop a new corporate and visual identity for the airport.
Solution
With Luton at the heart of the low-cost flying revolution, it was essential to capture the airport’s unique positioning in the London airport market and to create significant differentiation between itself and Stansted, Heathrow and Gatwick. ‘No frills chic’ was the positioning concept that Communiqué 360 created to set Luton apart, and we developed the appropriate visual identity and brand language to convey that message.
Results
The new Luton terminal opened in September 2005, with the new branding rolled out across all print, livery, digital and advertising media, and the invigorated airport has since attracted a number of new operators. In turn, the greater choice of airlines - and wider range of destinations served - has lured in larger numbers of passengers, helping Luton regain its competitive edge among the London airports.
