StrategicFusion put Oxford Airport on business map

Oxford Airport has kicked off its campaign to become a major new force in the international business aviation market with a brand overhaul driven by StrategicFusion.

The move is part of a multimillion-pound investment programme undertaken by joint owners the Reuben Brothers and private equity firm Dawnay Day.

StrategicFusion's expertise will enable Oxford Airport to take advantage of the rapid growth in the business aviation sector.

The number of European registered aircraft has increased by 70 per cent in the two years to 2007, and is predicted to rise from its current 1,900 to 4,000 by 2017, according to the European Organisation for the Safety of Air Navigation (EUROCONTROL).

In the UK, this boom has seen well-known facilities such as Farnborough and Luton, reach capacity.

Oxford, which is one of the fastest growing regions in Europe, provides easy access to London as well as other commercial locations such as Birmingham.

StrategicFusion worked on three developments.

* Re-design and repositioning of the main airport identity to reflect the revised strategy and growth aspirations of the new shareholders and management.

* Creation of Oxfordjet, the new service brand (known in the aviation industry as a Fixed Base Operator) that will operate a range of customer support and aviation services at the airport.

Work involved creating a new brand strategy and developing a name and identity.

* Creation of interior concept and design for the new business aviation centre which needs to present a sophisticated and modern environment and reflect the dynamic future of the airport.

It incorporates meeting rooms and three lounges, each of which must meet the specific needs of their key audiences which include royalty, celebrities and high net worth individuals.

It is also critical that the facilities are highly appealing to pilots.

Work was completed within an 11-week building programme.

StrategicFusion also supported the launch of the Oxford Airport and Oxfordjet brands through the design and production of a range of marketing and communication materials.

Steve Jones, managing director of Oxford Airport, explained: "Business aviation is a booming market, but it is also a crowded one so it is critical that we have a strong proposition.

"StrategicFusion's expertise has provided us with both an image and a reality that is highly attractive to business travellers.

"Integrating the new brand with well-managed services, long opening hours and no over-crowding, we are now confident that Oxford Airport can become the business aviation centre of choice".

Stephen Rogers, managing director of StrategicFusion, commented: "The repositioning of Oxford Airport as a leading international business aviation centre requires the drive and support of a strong and dynamic brand.

"The strategy, design and interiors development that StrategicFusion created have all been focused on delivering against this objective.

"In addition, working with a highly focused and disciplined team that included architects, surveyors, construction companies and Oxford Airport staff ensured that the facility was built and operational within the short timescale".

StrategicFusion is an integrated strategic marketing, brand and communications advisor.

It focuses on fusing corporate and business strategy with brand and marketing strategy so that its clients engage with their audiences, both internal and external.

Using its 'Envisage, Enhance, Engage' methodology StrategicFusion works with organisations to enable them to develop and articulate a unique identity using creativity and innovative thinking.

Combining its client-side and consultancy-side experience, it offers a way of working that matches the individual needs of each client.

StrategicFusion works across a wide range of sectors, and clients include Aer Lingus, Alstom, Balfour Beatty, Oxford Aviation Academy, ECA International, The Go-Ahead Group plc and University of Birmingham.

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