By Rich Pollack
During meetings with residents concerned that a new U.S. Customs Station at the Boca Raton Airport would generate more noise, airport leaders realized they could be doing a better job of telling the airport’s story.
“That was the catalyst that made us realize we needed to share the value and history of the airport with our community,” said Cheryl Budd, a member of the Boca Raton Airport Authority who is heading up a committee focused on building awareness. “We learned that we needed to be better engaged and have better communication with our various publics.”
The first sign of the airport authority’s efforts to raise its visibility in the community is a new logo, which received final approval at the authority’s meeting last month.
“We now have a top-notch logo,” Airport Authority member and Boca Raton Vice Mayor Robert Weinroth said.
Created by Green Advertising, the logo uses a font developed specifically for the authority and is designed to highlight the forward-looking perspective of the airport.
“The A in the logo is designed so it actually looks like the trajectory of an airplane taking off,” Budd said.
The logo uses green to symbolize land and blue to symbolize water and can be adapted to include the word “international” once the customs station is built.
A fresher looking logo reflects the recent changes taking place at the Airport Authority, Budd said, including a new executive director, a new administrative building, plans for a customs office and a new commitment to community engagement.
The Airport Authority’s marketing committee will work with Green Advertising on a multifaceted awareness campaign that will include educational and public relations components, Budd said.
“The branding complements the airport’s mission to be a world-class general aviation airport that is a vital element of the area’s economic development initiative,” said Clara Bennett, the airport’s executive director.
The campaign, which includes an annual contract with Green Advertising for $68,000, will focus on the value the airport brings to the community and its economic impact.
“The goal is to strengthen relationships with the community,” she said. “It’s also about building trust.”
By Rich Pollack