Fly to Alabama's Beaches

Background
Originally named Canal Field, the airport became operational in 1942 and was first used as an outlying field (OLF) for the Naval Air Station in Pensacola, Florida. The U.S. Navy sold it to the state of Alabama in 1977 and the new airport was named for U.S. Rep. Jack Edwards. In 1983 the state sold the airport to the city of Gulf Shores. A new terminal was built in 1998 and a runway extension was completed in 2003. With two runways with asphalt surfaces at 6,962 and 3,596 feet respectively, the facility was easily able to handle commercial aircraft. And in 2020, and averaging 168 air operations per day, the City began plans to recruit commercial carriers to the airport. The city initiated a national search for a firm to ensure its competitive position as a commercial facility and to establish a brand that would attract both the public as well as potential carriers.

Steps Toward Branding
Upon award, Aqua quickly engaged its proven 17-point branding process, which included the following:

• A background of and orientation to the airport
• Stakeholder Interviews, including local businesses, chambers of commerce, convention and visitors bureaus, government officials
• A review of airport and airline industry data
• A review and analysis of local and regional economic data
• Visitor and traveler profile data from local Convention & Visitor Bureaus
• A review of studies previously conducted by Authority
• An exhaustive review and analysis of the competitive set
• Primary Consumer Research, both in market and in potential markets of passenger origin

Outcomes
Aqua’s findings were summarized at various stages and through a number of reports and presentations to the Airport Authority, Marketing Board and City officials. Two of the strongest revelations were that 1. branding in use by the vast majority of comp. set airports was fairly weak, and 2. Any branding effort needed to recognize the traveling public’s need for clear geographic identification of the facility’s location. It was also revealed that the airport, which had long been designated as a “national” airport, had the opportunity to be designated as “international,” and in doing so, elevate its brand perception and relative value.

Through the agency’s efforts, Jack Edward’s National Airport became Gulf Shores International Airport. The agency presented a complete new brand for the airport, competitive positioning statement and description, as well as new logo, tagline and more. All of which were summarized in new Brand Guidelines for the airport, and immediately placed into use.

The New Brand

• Considered and reflected the community
• Was based on consumer input and insights
• Clearly stood apart from the competitive set
• Made a strong, competitive claim for the airport
• Allowed the airport to “take ownership” of the
• Alabama Coastal region