Posted on: 13 May 2019 by Kimberley Young
ADM Aéroports de Montréal, the airport authority for the Greater Montréal area in Canada, has launched a new brand platform as part of its plan to position and modernise its two airports.
With the new brand platform, Montréal-Trudeau becomes YUL Montréal-Trudeau International Airport, and Mirabel adopts the new trademark of YMX International Aerocity of Mirabel.
These changes are part of ADM’s aims to redefine Montréal-Trudeau as a destination-brand focused on travellers and to revitalise the Mirabel site as a business destination for international companies in the aeronautics industry.
As part of this aim, the YUL and YMX trademarks were re-imagined to better reflect the aspirations and roles of each site, following a rigorous process including surveys and interview with key partners.
“The airport industry is undergoing a huge transformation. Our offering and the quality of our services are constantly evolving to better meet the growing expectations of passengers and business clients alike,” said ADM Aéroports de Montréal CEO, Philippe Rainville. “Our new platform will allow us to claim a strong presence on the world stage, to be well positioned for the future, and to assert ourselves as an attractive showcase for our city.”
“Both our brands, YUL and YMX, have reached a certain maturity. At YMX, it’s 5,000 aeronautics experts working for and contributing to the economic growth of the entire region, while YUL will soon welcome over 20 million passengers per year. This new brand identity comes at a good time.”
The focus for YUL Montréal-Trudeau International Airport is to be a destination brand fostering the passenger experience, with the airport’s IATA code ‘YUL’ becoming a symbol “for a friendly, welcoming and entertaining airport experience, inspired by Montréal.”
While YMX International Aerocity of Mirabel “is a brand destination that fosters the business experience”. Mirabel airport changes its commercial designation to ‘Aerocity’ “a lively and stimulating business community that favours dialog and collaboration between resident companies of the aeronautics industry.”
Meanwhile, ADM is the ‘endorser’ brand for the two destination brands. The authority will deploy the new brand image progressively, with brand integration into existing installations to occur gradually over time.