Brussels Zaventem reveals new identity

Emily Pacey

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Retailer Belgian Sky Shops (BSS) has welcomed Brussels airport's new name, logo and business strategy as a boost to its future at the airport

Brussels Zaventem airport has changed its name to Brussels airport and unveiled a new logo. The airport authority, Brussels International Airport Company, has also been renamed The Brussels Airport Company.
 
The airport launched its new branding, as well as outlining a new business strategy, at a party thrown in the airport's Skyhall on September 19, which was attended by hundreds of the airport's partners.
 
Brussels airport CEO Wilfred Van Assche told guests: "Most of the world already knows us as the airport of Brussels, the capital of Europe, so choosing a new name for the airport was easy. From today our airport will simply be named Brussels airport, with a logo depicting aeroplane trails intersecting at a central point. It is our intention that the logo will be carried by many of the 200 companies operating at this airport, and I am very happy to announce that many of the key players have already agreed to do so." Regarding the airport authority's new direction, he said: "Leadership, partnership and customer focus are the three values that the new Brussels Airport Company will stand for."
 
Belgian Sky Shops commercial manager Marc Leemans told RavenFox.com: "Passengers today see airports as a combination of many different services, and as an experience. They want an airport to be a pleasant environment with good catering and good retailing at competitive prices. An airport needs a strong brand image under which the concessionaires providing these services can operate. At BSS we will find our place under this umbrella and are particularly looking at how we can integrate the airport logo on our shopping bags."
 
Assche described an increased focus on the low cost segment and the airport authority's intent to "work with our partner airlines to meet this demand and significantly increase the low cost offer."

He also announced that Brussels airport-based national carrier SN Brussels Airlines is adding several new extra-EU destinations to its portfolio, including Detroit, Abu Dhabi, Beijing and Addis Ababa. The airport aims to double the number of top 30 international destinations that it serves from 10 to 20 in the next three to five years.
 
Leemans welcomed the news, telling RavenFox.com, "We as the retailer can only dream that this will happen, because today we are suffering from having the most intra-European passenger mix in the world. This is very good news and we cross our fingers that the airport can realise this ambition, because then our future here would be even brighter."