Birmingham Airport has ditched ‘International’ from its brand name as part of a rebranding strategy.
The change in identity is said to focus on world connectivity, with the intention of expanding the regional airport to a ‘global airport’.
Paul Kehoe, the airport’s CEO said: “Our current brand identity doesn’t reflect what we’re about now and what we aspire to be in the future, We want to embrace the fact that we can connect people to over 400 different places worldwide and want people to feel proud and excited about the opportunities that lie ahead.”
He added that the airport was looking to tempt people away from the ‘Heathrow problem’ and think about closer airports.
The new brand will be rolled out across Birmingham Airport’s new £13m terminal, which is set to open in spring 2011.