The new look is part of an ambition to transform it into one of the leading airports serving London and the surrounding regions, and the redevelopment works are due to start in the New Year will increase capacity to 18 million passengers per year and bring about a raft of improvements.
Airport World did a Q&A with the gateway’s chairman, Clive Condie, about the new brand identity, and expansion project.
What was the inspiration for the new brand identity?
Our customers. We want to put them at the heart of everything we do.
The brand identity was developed following in-depth passenger research, which showed that people choose to fly from LLA because they value the convenience, simplicity and friendliness of our service.
We expanded on this research through a series of workshops with members of staff and stakeholders to determine a set of future brand values that would build on our strengths.
We feel the new identity is a visual manifestation of those values, underpinning our ambition to transform LLA into one of the leading airports serving London and the surrounding regions.
Was it influenced by any other brands or marketing campaigns or very exclusive?
Airports are incredible spaces, a crossroads of people, cultures, interests and purpose. The aim of the new identity was to produce something that celebrates this dynamism, while also capturing what makes LLA unique.
The new brand and identity are therefore exclusive to LLA, and over time will inform every aspect of our work, from the way we design the terminal to the warm welcome we extend to everyone.
Why was a new brand identity needed at London Luton Airport?
Airports can no longer afford to be seen as just an infrastructure; they must engage and appeal to customers on a human level, and be seen as an effortless, enjoyable part of the customer’s journey.
The launch of our new identity will help us achieve this by illustrating to staff, stakeholders and customers the commitment to transform LLA for the better.
Do you think the brand identity will help improve the airport's image, and attract more traffic and airlines?
Our new brand is just the first step in our £100 million investment programme, which will transform the airport. It is important that we invest in the brand alongside the improvements to the terminal and surface access, to articulate to passengers the airport’s ambition to continually simplify and improve their experience.
That’s why it has been created with input from staff, stakeholders and passengers: we want to form a more emotional connection with our customers and partners and demonstrate how LLA is changing for the better.
How important do you think the brand identity is for an airport?
Travelling is exciting, so we want our passengers to see us as a place where great journeys start. Our new brand identity is being launched to coincide with the start of the airport’s £100m transformation; the two go hand-in-hand.
As such the brand identity is vital to act as symbol of the intent to improve the very fabric of the airport facility and the experience it delivers for passengers.
What are the key messages it is aiming to get out to passengers?
The vision for LLA simply means putting the customer at the heart of everything we do, simplifying the airport experience and making it easy and enjoyable for all. Our new brand aims to be a symbol for LLA’s transformation, representing how the airport is changing for the better.
Are you using a specialist advertising and marketing agency to run the campaign?
ico Design, a London-based branding studio is the lead agency that we have been working with to develop the new identity. However, as the brand rolls out with the physical redevelopment it’s likely that other specialist agencies will support our ongoing activity to help us put the customer first in everything we do.
Do you have a date for when the airport's transformation will be complete?
Construction will get underway in the first quarter of 2015. The works will fall into three key phases; improvements to surface access and the exterior, inside the terminal and finally airside works. The development will be phased to minimise disruption for passengers, and we anticipate that the majority of the redevelopment will be completed by 2018.