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Despite being the gateway to the region, Edmonton International Airport had no distinct brand identity in 2006, sharing the “Edmonton Airport” brand with three other minor airports in the municipal region. And, as Canada’s fastest-growing airport, serving 6 million travelers each year in a highly competitive market, it was time that someone changed that.
DONOVAN created an entirely new brand identity for EIA. In consultation with a steering committee drawn from many different departments at the airport, and after much market and brand research, we evolved EIA’s brand position through our unique Brand Process — the airport was a leader in service excellence, always striving to “move you.” This was the genesis of EIA’s brand promise: “We’ll move you.” We also a designed a striking new logo that appeared on over three hundred pieces of collateral.
Read more »As a result of our work, awareness levels of new brand increased between 58% and 100% across target segments. There was a 3–5% growth in brand personality perception across segments for the year. The brand and subsequent marketing campaigns created and run by DONOVAN won an historic three consecutive Best in Show Peggy G. Hereford Awards from Airport Council International, twenty four other ACI Awards, nine International Davey Awards, three Summit Creative Awards, and Best Marketing for the Americas, Best Marketing North America, and Overall Winner at the Routes World Awards in Lima Peru and Vancouver, Canada.
Brand awareness increased between 58% and 100% across target segments
3–5% growth in brand personality perception
Historic number of awards, shining the spotlight on EIA’s brand and marketing campaigns
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