Tenet Partners, a leading brand innovation and marketing firm, today announced the completion of its rebranding initiative for Long Beach Airport, a historic, municipal public airport that offers close access to the dynamic community of Long Beach, as well as the entire Southern California region from Los Angeles to San Diego, including Disneyland.
In 2012, the airport completed a major renovation project – revealing a 35,000-square-foot concourse comprised of a palm tree-lined esplanade, atriums offering local business concessions, and stunning architecture touting fire pits, native plant life, and historical art exhibits. Having created a new environment, offering a level of service and convenience unprecedented in travel, Long Beach Airport needed its brand to reflect this revitalization, and convey the warmth, as well as the unique local vibrancy, captured by this new airport experience.
Turning to Tenet Partners, Long Beach Airport charged the firm with developing a comprehensive brand program that would signal to travelers, airport employees, and all key stakeholders, including Long Beach City representatives, that Long Beach Airport had transformed into one of the premiere boutique airports in the United States. To that end, conveying the essential personality of the city, and positioning the airport as a gateway – to the city of Long Beach, as well as to the broader Southern California region would be crucial to providing a platform from which to attract passengers, both locally and nationally. The ultimate objective for Tenet was to capture the experience of Long Beach Airport – and Long Beach in general – in a compelling brand for those who knew the airport and those who had never been before.
Working in collaboration with the airport’s executive team, Tenet conducted extensive research to inform the development of the airport’s brand. Nearly 40 comprehensive interviews with airport executives were completed, in addition to over 100 passenger surveys with both business and leisure travelers, outbound and returning. The foundation for the brand was the simple truth that whether your trip is just beginning or coming to an end, landing at Long Beach Airport makes it feels as if “you’ve arrived.”
“Long Beach Airport seamlessly captures the luxury and service of yesterday to set a new standard for travel today,” said David Garcia, Design Partner at Tenet Partners. “They’ve made travel human again; placing travelers into an experience they’ll want to savor – from the street-priced local eateries to the wine bar fire pit and the beautiful palm tree-lined esplanade, the new brand reinforces both this promise and best in-class experience.”
The new brand visual system serves as an extension of the strategic platform and comes to life through both visual and verbal elements. The logo immediately connects audiences to the emotional feeling of being welcomed to the Long Beach Airport, the city of Long Beach and the Southern California area. It reflects the newly designed open-air concourse, the open, bright, spaciousness it offers, expressed by a smoothing gradient of yellow, sage and sky blue. And, in a subtle nod to its aviation heritage, the logo’s holding shape models the historical 1941 landmark terminal.
The tagline Tenet developed, “where the going is easy,” conveys the relaxed and redefined nature of Long Beach Airport. It’s a fun play on the “easygoing” nature of the airport and Southern California, and communicates a dual message – both easygoing, as well as easy to access and navigate.
“Long Beach Airport is woven from the fabric of our city and is deeply connected to our customers, our neighbors and our community,” said Bryant L. Francis, Director of Long Beach Airport. “Our new brand is a reflection of who we are today and part of our strategic investment in our future. Tenet Partners helped us capture the emotional essence of our identity and I’m proud of the image we have to convey to the world.”
About Tenet Partners
Tenet Partners is a brand innovation and marketing consultancy that helps companies create brand value and unearth business opportunities by putting customers at the center of their business strategies. For more information, please visit us at tenetpartners.com and follow us on Twitter and Facebook.
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