Repositioning an airport brand

The Challenge

Denver International Airport was primed for a repositioning that demanded a bold new visual identity and a better understanding and execution of the customer experience.

The Outcome

The new brand and traveler experience launched on the airport’s 20th anniversary and positioned DEN as a standout among global competitors.

Working closely with the management team and senior leadership, BrandJuice surveyed the nations’ travelers to define the target DEN customer and their ideal travel experience. Next came strategic workshops—a positioning summit, experience workshop and focus groups to fuel the brand positioning and implementation plan. The brand launch, including multiple global awareness and 20th anniversary campaigns, as well as a premium customer experience enhancements, helped to cement DEN as America’s favorite connecting hub and continues to strategically anchor marketing efforts.

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