The Metropolitan Washington Airports Authority (MWAA) has initiated a concerted campaign to better understand and focus new programs on passenger satisfaction and needs. In tandem with this new focus, MWAA is also re-branding the airports to reflect this new emphasis on passenger satisfaction.
According to an MWAA press release:
“During the past several years, the Airports Authority has undergone numerous changes to enhance the customer experience, including a major redevelopment of its food and retail concessions, additional parking options, online customer satisfaction surveys and new website. Now the Airports Authority is reinforcing these improvements with a new brand centered around a recommitment to its customers. The new tagline Your Journey Begins with Us recognizes that an enjoyable travel experience begins when a passenger arrives at the airport.
“This new logo incorporates every part of our organization into one symbol,” said Jack Potter, president and CEO. “The new brand embodies our choice to embrace change, to innovate and to lead. We want this logo to represent our resolve to serve the needs of the traveling public.”
The Airports Authority developed the new brand and customer focused initiative after considerable research “which included employee and passenger interviews, focus groups, competitive brand studies and data analysis of traveler habits across more than 15 U.S. and international airports. The comprehensive study has resulted in a deeper understanding of passengers and allows the Airports Authority to better target its services to meet their needs.”