CorpComms Magazine

Gatwick had long been recognised for its friendly and professional nature, so when the airport was sold by BAA to Global Infrastructure Partners (GIP) for £1.5 billion in December 2009, it provided the perfect opportunity to create a new identity and revitalise the brand.

The idea of a 'signature' style identity emerged as the airport, which is in the middle of a £1 billion revamp, sought to show its determination to take responsibility, while the slogan This is 'your' London airport was viewed as an expression of commitment to customers. All traces of BAA were removed, as all infrastructure, signage and vehicles were rebranded.

But the airport also took the opportunity to simplify and humanise signage. Rather than Welcome, for example, the signs now read Hello! You've arrived while Goodbye became Come again soon! Humour was also introduced into different situations, such as baby changing mats which now carry the message Hello cheeky!, which the judges said 'humanised the airport'.

About half of all signage was also removed while, simultaneously, all jargon was removed from external communications, such as press releases, corporate reports and the website. Business cards now carry friendly messages such as Nice meeting you and Keep in touch while passengers are encouraged to enter a dialogue through social media.

But rather than issue an edict on rebranding, Gatwick worked with staff to encourage their involvement on uniforms and the brand messages. Consequently, the airport's engineers created 'Work Smart' campaigns for themselves while external contractors worked to incorporate the new approach and brand in hoardings.

For example, with major construction work taking place within Gatwick, the airport is now home to the world's largest stickybits, an app that allows passengers to point their smartphones at hoardings and see an artist's impression of the finished product.

Gatwick has also held discussions with airlines and service providers to ensure that the investment programme meets their requirements. Shared Passenger Commitments have been published. And this year the airport passed its Service Quality Rebate targets, set by the Civil Aviation Authority, for the first time in two years.

'This rebranding had clearly defined objectives with various sets of stakeholders,' said the judges. 'And offered practical examples of success.'

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Shortlisted entries

One Jelf - Jelf - Agency: Synergy Creative

Brand is everything - Legal & General Group - Agency: Smith & Milton

Changing lives - National Offender Management Services (NOMS) - Agency: Zephyr