The Jackson Municipal Airport Authority (JMAA) recently won first place for their re-branding efforts! The Airports Council International – North America (ACI-NA), the voice of North American airports, hosts an annual Marketing & Communications Conference to explore emerging challenges and solutions in airport marketing and communications to position public relations and marketing professionals ahead of the curve. The Conference was held November 14-16 in Ottawa, Canada and the announcement was made during their gala awards held the last night of the conference.
JMAA won in the category of Brand Identity, which recognizes excellence in demonstrating the visible elements of an airport’s brand that together identify and distinguish the brand in the minds of airport passengers.
The 2018 winners for Brand Identity were the Jackson Municipal Airport Authority, Hollywood Burbank Airport, and Huntsville International Airport. Wilmington International Airport received an honorable mention.
“JMAA is proud of this accomplishment,” said C.E.O. Carl D. Newman, A.A.E. “it was a priority when I came on board because re-branding is important when a business implements a change or evolves. The new brand was an aesthetic part of communicating a new vision.”
The Jackson Municipal Airport Authority (JMAA), the governing body of both the Jackson-Medgar Wiley Evers International Airport (JAN) and Hawkins Field Airport (HKS), found themselves in this position following the changing of the guard. Carl D. Newman, A.A.E. was brought on as CEO and this change came with uncertainty, which had the potential to create a blemish on the organization’s image, along with other lingering variables.
Considering this realization, JMAA dedicated its resources to produce new refreshed logos and introduced “Newman Blue,” representing more than a change of symbol, but a symbol of change in the organization’s path toward growth and innovation for the business.
Re-branding offered the organization a fresh start and an opportunity to reestablish public trust and confidence in the airports’ leadership. It also provided a fresh new look in a very competitive industry.
After a comprehensive discovery process identifying the elements of the new brand, JMAA introduced new logos, color palettes and created a marketing piece to engage the public by partnering with an up and coming not-so-local comedienne, Rita Brent, that had recently established herself on some major national stages. Today she is the new face of Patty Peck Honda.
The three logos produced illustrate two primary colors affectionately known as “Newman Blue.” The light blue denotes “the illuminating day sky” and the dark blue represents “the luminous night sky”. The two vivid colors highlight JMAA’s 24-hour operation. A distinctive customized font was created with a silhouette of a jet and vapor trail formed by the negative space between the first and second letter of the logotype. The Airplane soaring through the letters, exhibits “transcendence”, a “rising above our competitors”, thus highlighting the airports’ upwardly mobile journey to “Connect Jackson to the world”. The unique custom font is contemporary, powerful and easily readable. The curves and angles of the letters give the impression of movement and energy, reinforcing the vapor trail shape.
Rita Brent, that’s homegrown and garnering national attention was just the right ingredient to be the voice of change in the re-branding strategy, according to Mark Twain, humor is mankind’s greatest blessing. JMAA partnered with Spot-On Productions to produce five – 60 second videos that reinforce the messaging, the logo and color palette. An internal newsletter, The Flyer and an external newsletter, Tailwinds, what you’re reading now, were also produced to reinforce the new brand. We also want to ensure you’re kept abreast of the wonderful things going on your airports, the Jackson-Medgar Wiley Evers International Airport (JAN) and Hawkins Field Airport (HKS)!