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.”