Dubai Airports had consolidated their brands under a single marque some 10 years ago. However the brand was barely present in the consumer space and was overshadowed by a plethora of other airport services, airline and hospitality brands. In order to have greater presence and relevance to consumers it needed to play a bigger role in enhancing their journey.
Through research, we discovered that majority of travellers who transited through Dubai were curious about the city, yet felt there was no ‘feel’ of the city within. Dubai is host to a multitude of surprising delights, and we looked to capture that in the brand.
The airport IATA code ‘DXB’ became the airport brand name. A rare occurrence worldwide. DXB is also the informal shorthand for ‘Dubai’, so the airport and the city are effectively one. The delights of the city, would then be captured inside the terminals.
The tone of voice was developed to be warm and welcoming, like a tour guide for travellers, navigating their way around the airport. It was a big shift from what had previously been a more utilitarian and corporate tone.
Its helped to differentiate the airport globally - from being world-class infrastructure to being a world class travel experience.
