The world’s intelligent business destination

Client
Airport CIty
Role
Brand Consultancy
Market
UK
Sector
Property Development

Manchester Airport strived to become the UK’s leading business destination gateway, providing a world-class environment for work, living and leisure facilities. The task was set: to create a targeted, distinctive destination brand for the Airport’s business and leisure development, a new visual brand identity and a targeted brand communication programme. Most importantly, we needed to forge a new brand proposition.

The primary objective was to raise brand awareness and attract Asian/Chinese investment partnerships, businesses and communities into the largest development outside of London, competing with other major airports.

The world’s
intelligent business destination

Our defined proposition captured the essence of a unique place with in-built intelligence, total connectivity and great quality of life. We also ensured there was plenty of room left for growth and realising new opportunities. This was ‘the smart choice for smart business’, an enterprising, versatile, and super-connected way to physically and digitally link to the UK and the wider world.

The dual language identity clearly defined our key target audience. We created a bespoke cut from the Metro Nova font in English and Chinese. The identity was simple, but adaptable.

We didn’t wait for the world to come to us. We helped take our new proposition direct to key customer groups across China, organising client safaris and exchange trips between Manchester and China. These were instrumental in helping build awareness, rapport and new relationships. Our new brand platform is going from strength to strength across all channels and targeted touchpoints.

34
%
Overall Online Interest Increase
50
%
Increase in Direct Flights Between Manchester and China
22
%
Increase in International Passengers