Doncaster Sheffield Airport
Doncaster Sheffield Airport is the first commercial airport to open in the UK for over 50 years. Since the inaugural flight in 2005, continual growth has included the frequent addition of new destinations and a steady increase in passengers. But there was still a preconception that the regional airport didn’t offer much variety.
AB was tasked with creating a campaign to show the true range of destinations DSA offers, and increased exposure was required as it was often overlooked in favour of the UK’s larger airports. DSA also wanted to communicate how outstanding its customer satisfaction ratings are – a multi-award-winning aspect of the overall service.
After an in-depth discovery, it was agreed a complete brand refresh would produce significant benefits in the areas DSA wanted to see improvement.
The aim of the relaunch campaign was to communicate the absolute enjoyment customers can experience on their holidays when flying with DSA. Essentially, that whatever type of break you want, you can enjoy a whole ‘holiday of a lifetime experience’ when you choose from the great selection of destinations available from Doncaster Sheffield Airport.
The halo of the rebrand campaign is a vibrant new ad, shot over two days in Ibiza. It expresses the exciting range of destinations by showcasing the variety of people and personalities who enjoy flying with DSA.
The extensive rebrand programme also included a revamp of the brand architecture, a new tone of voice and content delivered through various other marketing channels including press and digital.
As part of the internal comms strategy, a new employee handbook and engagement programme was rolled out, so that all staff could get involved with developments and fully immerse themselves in the new brand vision.
As well as repositioning the DSA brand, an objective of the programme was to support expansion. New routes and destinations have been added with more to follow in the New Year, including Cancun, Mexico. Investment is also continually being put into terminals, infrastructure and accessibility, most notably with the creation of Aero Centre Yorkshire, a state-of-the-art logistics and advanced manufacturing space.