Airport (RST)

OBJECTIVE: Build a New Brand Image and Deliver a Strong Message

RST leadership underwent a strategic planning process that identified the need to establish a new brand image and ongoing marketing and communication efforts.

SOLUTION: Multi-Faceted Approach

TQG led the rebrand, including a new logo and brand standards, as well as a comprehensive Communication Blueprint.

Following the brand rollout, TQG worked with the airport to develop a new website. The project timeline required careful planning and a tireless commitment to weekly deadlines. Ultimately, the website was delivered on time and on budget. Some key features are: real-time FIDS, embedded Google maps and translate tools, a true cost calculator, forms, a maintenance request module for airport tenants, and back end SEO and analytics.

A key theme that came from the Communications Blueprint was “OuRSTory.” Key messages from the blueprint were developed into several videos (produced by a local video partner) and ongoing newsletters to better communicate stories from the airport with the public and stakeholders.

TQG continues to support RST with ongoing creative services and other projects as priorities arise.

RESULTS: Increased Passenger Retention and a Growing Digital Presence

The Communication Blueprint guided a new era of community engagement and advertising that led to record years of passenger growth in 2017-2019 (pre-pandemic). During the period of growth, RST’s passenger retention more than doubled. Website analytics showed a 176% increase in page views, a 121% increase in pages per session, a 25% increase in sessions and a bounce rate that decreased by 94%.