New JAA brand at hand

Though officially unveiled in November, the branding efforts of the Jacksonville Aviation Authority will become much more apparent to travelers over the next couple of months.

During an update to the JAA board of directors Monday, JAA Marketing Director Rosa Beckett discussed several of the changes patrons and potential business partners will see and hear regarding the JAA brand.

Signage on buildings, terminals and other locations at each of the four JAA airports will be switched to their new logos over the next 30 days, said Beckett.

Print, radio and TV advertisements will be rolled out through several outlets highlighting parking rates, nonstop flights and the authority’s $2.9 billion annual economic impact to the area, all accompanied by the new logo.

The promotions include billboards and other sources outside the local market, such as in Gainesville, to attract clients to the authority’s facilities, said Beckett.

The first formal branding and identity campaign undertaken by the authority resulted in a new logo for all four JAA facilities and a new brand for three.

Cecil Field became Cecil Airport, Herlong Airport became Herlong Recreational Airport and Jacksonville International Airport retained its name.

Craig Airport was initially renamed Jacksonville Executive Airport until the community voiced disapproval over losing the Craig name. It’s now Jacksonville Executive at Craig Airport.

The updated JAA logo incorporates each of the four entities.

The board was also shown an economic development promotional video of Cecil Airport to attract new business.

The video is to be shown to site consultants and property managers, said Beckett, and could include messages from area CEOs and Gov. Rick Scott touting the facility’s success and capabilities.

The rebranding efforts have remained on budget, Beckett said in response to a question by a board member.

In other action at the JAA board meeting:

• During his monthly report, JAA Executive Director Steve Grossman told the board the results of a consulting report on concession sales. He said concessions at JAA were performing well above the industry average.

• Speaking of concessions, the latest addition to Concourse A is Ciao Gourmet Market. It offers gourmet, prepackaged to-go meals for travelers. Early results have also been positive, said Grossman, who reported the concession averages $2,600-$3,500 a day, more than triple the expectations.

• The board held a moment of silence for the late Ed Austin, a former JAA board chair and friend to several current members. Former Mayor Austin died Saturday morning at the age of 84.



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