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BAA
BRANDING
Project summary:
BAA Edinburgh Airport commissioned research on customer attitudes to smoking. The result was that smokers and non-smokers wanted to be treated with equal consideration. In response, the airport installed a number of Tornex units for smokers, which suck out smoky air, leaving a pleasant, smoke-free atmosphere for smokers and non-smokers. BAA wanted to communicate the arrival of these units to passengers. Graphic Partners was invited to devise an appropriate solution.
Objective:
To effectively communicate the arrival of the Tornex units into the airport whilst creating a balance between publicising the units and not actively promoting smoking in the airport.
Solution:
By creating a brand name and identity for the units, Graphic Partners enabled staff to easily direct visitors to the smoking areas. A series of posters, flyers and other ambient media highlighted the arrival of the units with an intelligent and subtle humour.
Benefit:
The identity and various applications proved so successful it was subsequently adopted in Aberdeen and Heathrow.
www.baa.co.uk
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