LIVERPOOL, UK: Liverpool Airport will be renamed Liverpool John
Lennon Airport, both as a tribute to the former Beatle, and as a PR tool
to help attract investment and visitors to the region.
Harrison Cowley, an independent PR network in the UK that was retained
by Peel Holdings (the airport's parent company), helped implement the
rebranding strategy. The campaign was designed to target the business
media, general public, and aviation industry simultaneously.
The rebranding is part of a general overhaul of the airport. A new
terminal is under construction, and is slated to open in spring 2002,
said Jo Frost, project manager for Peel's in-house PR team. "The seed to
change the name of the airport was sown some time ago, when we felt
consideration should be given to the rebranding of the airport in line
with the opening of the terminal."
Frost said the airport will officially take on Lennon's name in 2002,
when the new pounds 32.5 million (dollars 46 million) terminal opens.
Liverpool is Europe's fastest-growing regional airport, and is in the
process of expanding its passenger capacity by one third.
A new logo was created using Lennon's lyric "above us only sky," and a
caricature of the singer. Information packs were distributed to airlines
operating out of the airport. Yoko Ono, Lennon's widow, spoke at a press
conference after touring the terminal site.