ICG Public Relations. Full Service PR Agency Preston

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the "need more people to know we're here" challenge.

Challenge
When Blackpool Airport transferred from public to private ownership, attracting more passengers and new airlines was critical to any future success. It was essential that the airport created a niche for itself in an already strong North West air travel market. They needed an agency with fresh and innovative ideas.

Discuss
Our PR, copywriting and design teams got out and about to learn more about other airports and the aviation market – everything came under our scrutiny – and was up for discussion. We then blended our marketing expertise to create a truly hard-working solution.

Solution
We developed new key messages and punchy strap-lines such as 'More holiday, less hassle' to highlight the airport's unique selling points, whilst a new brand identity and website devised by ICG supported the friendly image that we wanted to project to potential customers. The £2m upgrade of the airport's passenger terminal was used as a publicity vehicle to 'relaunch' it to the general public, trade and media.

Result
The 'relaunch' of a much more vibrant brand attracted national and regional coverage, with journalists flying into Blackpool to report on the event. Ongoing airport visibility is maintained through regular e-shots, competitions and news stories – we even managed to name an aircraft after Radio One DJ Jo Whiley! ICG has now been working with the airport for 5 years, which tells its own story.