Birmingham Airport introduces brand mascot Zoom as part of family-friendly brand initiative

Zoom will encourage children to become Sky Cadets like him

Birmingham Airport has unveiled its first brand mascot – Zoom.

Created by Connect Group, Zoom is part of a brand initiative aimed at making the departure lounge experience more fun for families, giving children – from toddlers to teenagers – an interactive area where they can play and learn.

Entitled Sky Side, the experience takes children on a journey from check-in, turning them into Sky Cadets, like Zoom, through a series of challenges on their Sky Pass. The departure lounge’s interactive Sky Zone is furnished with touch-screen tables, interactive floor projections, a gazing station, musical light beams and a story-telling pod to help children complete their Sky Pass.

Of the brief, Birmingham Airport marketing manager, Beth Gawthorpe, said: “This was a really challenging brief. It was a unique concept which needed to sit alongside our corporate brand identity but be a completely different look to target the younger passengers. Connect totally fulfilled the brief and created a concept which not only met our expectations but also created an entire story that has been used throughout the Sky Side product to enhance the user experience.”

In addition to creating the brand identity for Sky Side and Zoom, Connect has also developed campaign posters for schools, email marketing activity and a leaflet for sales and travel agents. The Sky Side initiative is part of a wider drive to raise awareness of Birmingham Airport and position it as a challenger to London Heathrow.

Antony Green, managing director at Connect Group, added: “This has been a valuable brief to work on – the trial phase has shown us what a difference Sky Side makes to younger passengers. Zoom was a lot of fun to develop – knowing Birmingham Airport well as a brand, our creative team went to town on this quirkier side to the brief.”

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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