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This is a long term project and part of the airports £500 million development programme. We created a set of guidelines to help the Private Jet Centre enhance the luxury flight experience across many touch-points including advertising, web, signage, onboard menus and interiors.
The challenge and solution
London City Airport is the only true London airport in terms of location and provides one of the fastest entry and exit points too, and from, one of the world’s best and most vibrant cities.
An on-going £500 million development programme will create a new terminal building and world class facilities that will attract more leisure passengers, more airlines and more destinations.
Over the last couple of years we’ve helped London City Airport create a future focused brand that puts leisure and business travellers and London at the heart of everything the airport does. The brands aim is simple, to create one of the best loved airports for it’s speed, comfort and welcome.
The refresh of London City Airport’s Private Jet Centre’s facilities, services and brand were included as part the huge investment programme.
We were asked to develop the brand proposition and positioning for their award-winning facilities and services.
Premium services aren’t something you sell, they are something you can feel. Every aspect of the Private Jet Centre’s service is an opportunity to create a passenger-centric, highly efficient and exclusive experience.
Our proposition placed passengers ‘At the heart of luxury flight’ experiences. Every part of the brand focused on exceptional services, facilities and efficiency.
This proposition also helped communicate the convenience and central location of the airport and Private Jet Centre. It only takes 90 seconds to go through arrivals or departures. The airport is only 3 miles away from Canary Wharf.
We created a warm, indulgent and welcoming brand that feels exclusive. This brand requires clarity and cut-through for a time poor audience – using a little wit and lots of creativity we connect the exceptional levels of service with private flight – together these create a suite of highly relevant and memorable images that form the main visual language of the brand communications.
Many thanks to Andy Grimshaw who shot the stunning imagery.
We created a set of guidelines to help the team at London City Airport bring the brand to life across: interior and exterior spaces, the website, marketing and a variety of experiential touch points.
Private Jet Centre proposition
At the heart of luxury travel. Forks become turbines, champagne flutes and a bottle become a jet from above. Beautifully photographed luxury and lifestyle objects create a relevant, indulgent and memorable feel for the Private Jet Centre.
Growing luxury and appeal for the Private Jet Centre
The Private Jet Centre is the only airport where executives, celebrities and high net worth individuals can land or fly from the very heart of the city from their own private lounge and aircraft. Exclusivity, efficiency and convenience are essential for the audience. Arrivals take 90 seconds. Departures take 90 seconds.
We created a passenger-centric brand that puts the Private Jet Centre’s award-winning services and London City Airport ‘At the heart of luxury flight’. This proposition was used to inspire and influence every area of the customer experience including: Identity, interiors, signage, website and marketing etc.