LJLA creates sense of place for arriving passengers

Liverpool John Lennon Airport (LJLA) has completed a project to create a ‘sense of place’ for passengers arriving at the airport, welcoming visiting or returning passengers to the City Region and the North West.

LJLA sense of place

The project has been delivered in partnership with the region’s destination marketing organisations, as LJLA is recognised more as a gateway, not just for passengers travelling to the Liverpool City Region, but also for the surrounding regions of Cheshire, Lancashire, Cumbria and Manchester.

The airport’s international arrivals walkways and baggage reclaim area have been dressed with imagery celebrating the diverse attractions for visiting and returning passengers. These cover a variety of arts and culture from across the City region and the North West, all accessible via Liverpool Airport.

“We are delighted to have been able to work in collaboration with the North West of England Tourism Partners to create a sense of place for international passengers arriving into Liverpool for the first time, whilst at the same time evoking a sense of pride amongst those passengers returning home to their city,” commented Katie Elliott, LJLA’s head of Marketing. “This has been achieved using inspirational imagery for a multitude of genres which best represent Liverpool, the City Region, Lancashire, Cheshire, Cumbria and Greater Manchester”.

The airport worked closely with tourism partners including Marketing Liverpool, Marketing Cheshire, Marketing Lancashire, Cumbria Tourism and Marketing Manchester, and forms the first phase of a larger project to enhance the arrivals experience for passengers.

Chris Brown, director of Marketing Liverpool added, “The new arrivals branding instantly gives a sense of place when passengers touch down at Liverpool John Lennon Airport.”

He said that they tried to “give a flavour” of what Liverpool City Region and the surrounding areas have to offer, and added, “We’re proud of the results, but most importantly the early feedback from passengers shows that they like this welcome to Liverpool.”

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