Case Study: Metropolitan Washington Airports Authority achieves a unified airport brand strategy with Auge+Gray+Drake

Metropolitan Washington Airports Authority unifies brand strategy with Auge+Gray+Drake across 1,100+ survey responses

The Metropolitan Washington Airports Authority (MWAA) faced the challenge of creating a unified brand and marketing strategy to enhance traveler experiences and increase non-aeronautical revenues across its airports and related services. They commissioned the vendor Auge+Gray+Drake, who partnered with McGinn and Company and Repass Research, to conduct comprehensive research and develop a go-to-market plan.

Auge+Gray+Drake implemented a multi-phase research project involving qualitative and quantitative methods with over 1,100 survey responses and 160+ interviews. The solution delivered a new brand identity system, a complete marketing strategy, and a go-to-market plan. The results included a clearly defined brand architecture accepted by all internal stakeholders, a successful brand launch, and the subsequent hiring of the team to implement the marketing and media strategy on a regional, national, and international scale.

Metropolitan Washington Airports Authority