"At the heart of the new brand is a commitment to customer service - we'll move you".
Reg Milley, EIA President and CEO
The Edmonton International Airport, despite being the gateway to Alberta's capital city, had no distinct brand identity - share the "Edmonton Airport" brand with three other minor airports in the municipal region. But as Canada's fastest-growing airport, with global route and cargo aspirations, that needed to change.
We launched the new Edmonton International Airport (EIA) brand with the rally cry, "We'll move you," meant to reflect EIA's shift from a small regional airport far outside Edmonton city limits to Canada's fastest growing international airport.
The "We'll move you" philosophy underpinned the $1.1 billion expansion program and initiatives EIA undertook to offer state of the art technologies at the time, including common-use check-in kiosks, a Pay & Go parking program, the Nexus program and the beginnings of Port Alberta on their land. On the same day as the brand launch, EIA CEO Reg Milley, announced their plans to expand a new office-control tower complex, a new hotel, as well as a major expansion of the terminal, runways and concourse.
Because the launch of the new brand tied into the airports' Annual General Meeting, we used the Annual Report as a showpiece for the new character of the brand. The Annual Report garnered a lot of attention and won numerous awards for marketing and creative excellence by the world's governing body for airports, Airports Council International.
To celebrate, CEO Reg Milley hosted a gala event for EIA employees where they were presented with a video of the new brand story, a swag bag and a printed EIA Spirit Guide featuring real employees hard at work.
View annual report
Within one year of launch, EIA brand awareness grew across target audiences by 67%.
The EIA rebrand won over 24 international airport marketing awards, including three consecutive Best Airport Marketing in North America at the Airports Council International Awards.