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Okaloosa County BOCC — January 20, 2015 — VPS Re-Branding — reading text
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VPS Re-Branding — extracted reading text
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Willard Airport
University of Illinois Airport
Champaign-Urbana
Page 25 Source: Sixel Consulting Group Research
Rebranding to Wayfinders
Willard Airport
University of Illinois Airport
Champaign-Urbana
Champaign-Urbana Airport
Fly Champaign-Urbana
Page 26 Source: Sixel Consulting Group Research
Rebranding to Wayfinders
Page 27 Source: Sixel Consulting Group Research
Rebranding to Wayfinders
Jack McNamara Field
Page 28 Source: Sixel Consulting Group Research
Rebranding to Wayfinders
Jack McNamara Field
Del Norte County Airport
Page 29 Source: Sixel Consulting Group Research
Rebranding to Wayfinders
Jack McNamara Field
Del Norte County Airport
Border Coast Airport
Page 30 Source: Sixel Consulting Group Research
Rebranding to Wayfinders
Jack McNamara Field
Del Norte County Airport
Border Coast Airport
Crescent City
Page 31 Source: Sixel Consulting Group Research
Rebranding to Wayfinders
Jack McNamara Field
Del Norte County Airport
Border Coast Airport
Crescent City
Fly Crescent City
Page 32 Source: Sixel Consulting Group Research
Rebranding to Wayfinders
Page 33 Source: Sixel Consulting Group Research
Rebranding to Wayfinders
Pangborn Memorial Airport
Page 34 Source: Sixel Consulting Group Research
Rebranding to Wayfinders
Pangborn Memorial Airport
North Central Washington Airport
Page 35 Source: Sixel Consulting Group Research
Rebranding to Wayfinders
Pangborn Memorial Airport
North Central Washington Airport
Wenatchee
Page 36 Source: Sixel Consulting Group Research
Rebranding to Wayfinders
Pangborn Memorial Airport
North Central Washington Airport
Wenatchee
Fly Wenatchee
Page 37 Source: Sixel Consulting Group Research
Recommended Future Brand
Positive Brand Attributes
Easy, Simple, Value of Time
Quick Attractive
Close to the terminal facility
Beach Friendly process
Easy Connections Quicker airport
Close-In Parking experience
Secure Parking Less Hassle
Shorter Drive Time Less Stress
Quick /Easy Drive Quicker Bag Claim
Small Terminal Individual
Quick attention
security/short lines
Friendly staff
Page 39 Source: Sixel Consulting Group Research
Brand Challenges
Limited Service Ground
Limited Schedule transportation
Limited Options in High taxi rates
Terminal Cab reliability
Connection Cab quality
Required Cabs only
Sometimes cash
Unreliable
Perception vs.
reality
Non-Competitive
Fares
Limited Carriers
Page 40 Source: Sixel Consulting Group Research
Brand Promise
Closest to the Reason You Travel
Easiest, Quickest Way to the Region’s
Top Destinations
Worldwide Access
Page 41 Source: Sixel Consulting Group
Brand Promise
Closest to the Reason You Travel
Easiest, Quickest Way to the Region’s
Top Destinations
Worldwide Access
Destin-Ft. Walton Beach
International Airport
Page 42 Source: Sixel Consulting Group
The Value of an Airport’s Brand
Prepared by
Sixel Consulting Group, Inc.
Jack Penning
Executive Director, Strategy and Development
jack@sixelconsulting.com
sixelconsulting.com