BRAND
STRATEGY
v5.22.21
BRAND
VISION
BRAND
MISSION
BRAND
STRATEGY
To become the leading airport with the highest global brand equity.
Offering our passengers the best experience of safety and comfort before and after their travels, as well as becoming the
fastest logistics hub with the highest quality in cargo transportation.
To be a comfortable, fast, safe, and technology-oriented airport that is primarily preferred in sustainable passenger and cargo
transportation and exceeds expectations in digital airport operations.
BRAND S T R AT E GY
CORPORATE VALUES
GUEST CENTRICITY
TRUST
CONTINUOUS IMPROVEMENT
SYNERGY
BRAND S T R AT E GY
TARGET
AUDIENCE
BRANDSTRATEGY
TARGET
AUDIENCE
PASSENGERS
Competing in the international arena and being the world's new
transfer hub, Istanbul Airport offers its passengers a perfect
travel experience thanks to its services. Placing passenger
satisfaction on the top of its business objectives, Istanbul Airport
offers its visitors a unique airport experience with the traditional
hospitality approach in the Turkish culture.
It will be ensured that all travelling passengers get familiarized
with Turkey's cultural values, Turkish hospitality and her other
characteristics while having perfectly personalized travel
experiences accompanied by culture and art, secured by the
accumulated knowledge in the aviation, and enabled by the use
of technology and innovation.
BRAND S T R AT E GY
TARGET
AUDIENCE
EMPLOYEES
Istanbul Airport continues to operate in unity and cooperation
with its employees who are individual assets from all walks of
life with its customer-centric approach, openness to
development and reliability. While considering its staff as the
most important capital, Istanbul Airport applies its human
resources policies with a view to becoming one of the most
sought after companies to work with in the world.
Having accomplished numerous projects with a team spirit and
thanks to its experiences in this global transfer hub, Istanbul
Airport intends to employ the capabilities and engagement of
everyone interacting with the passengers directly or indirectly.
BRAND S T R AT E GY
TARGET
AUDIENCE
AIRLINE
COMPANIES
Istanbul Airport has a relationship with all the airline companies
it hosts based on trust and sustainability.
It provides all airline companies with an operational
environment that offers a cost-effective and efficient use of
slots, where capacity problems are eliminated.
As a global transfer hub, Istanbul Airport also offers airline
companies the advantage of operational competitiveness for
connecting flights and cargo transportation.
With its state-of-the-art aviation infrastructure and services,
Istanbul Airport offers a significant advantage for the airline
companies with respect to improving passenger satisfaction and
travel experiences.
BRAND S T R AT E GY
TARGET
AUDIENCE
STAKEHOLDERS
To ensure a profitable and sustainable corporate growth for the
current partners and prospective investors. To make Istanbul
Airport an attractive global transfer hub and to strengthen its
position at the heart of the Turkish economy.
ENVIRONMENT:
LOCAL,
REGIONAL,
NATIONAL
To cooperate with the local people we serve and with our partners
for a sustainable growth. Leaving a lasting legacy to Turkey while
gaining the trust of the local communities and our stakeholders, and
reducing the environmental impacts.
BRAND S T R AT E GY
NATIONAL POSITIONING OF THE BRAND
As a result of the global developments in the aviation industry, Turkey's growing role in the tourism industry, the increasing air passenger traffic and
Ataturk Airport's retirement after having completed its mission, Istanbul Airport has been built to leave a mark in the next 50 years of Turkey. As
Turkey's gate to the world and the most important global transfer hub of the region, Istanbul Airport not only proves how advanced the Turkish aviation
is but also rises on the idea of bringing an airport above standards to Turkey.
Istanbul Airport is a gate that opens to new worlds and makes one feel free and privileged. Beyond being just another point for traveling, this gate offers
the guests a comfortable living space where they may feel privileged thanks to its technological facilities as well as different gastronomical, cultural,
entertainment, leisure and shopping alternatives.
Having provided job opportunities for nearly 70,000 employees and brought added value to the country's economy, Istanbul Airport is rather an
economic development project than a mere transportation infrastructure.
BRAND S T R AT E GY
INTERNATIONAL POSITIONING OF THE BRAND
Istanbul Airport aims to be the center of the international aviation and the best airport in the world. To this end, Istanbul Airport has become the most important global
transfer hub in the region aiming to have the highest number of international connectivity within the aviation sector which is getting more and more competitive every
day. Istanbul Airport is the "new attraction center of the world", contributing to its role as a new playmaker in the international arena.
Designed to meet not only the transportation needs of today but also those of the future, it is built upon the "Smart Airport" concept with its advanced technological
infrastructure. The Istanbul Airport brand has been created with a dynamic and innovative identity to offer its international passengers a digital travel experience.
Placing passenger satisfaction at the top of its business goals, Istanbul Airport keeps the concept of ''Turkish hospitality'' at the heart of its approach while providing a
unique airport experience to its global guests.
Accompanied by smiling staff at every step of their journey, global guests experience a feeling of being at home rather than lost thanks to this concept of hospitality.
Istanbul Airport, where lives meet, offers a humane system that understands all the emotions people experience while traveling and meets their needs in every area,
from the service understanding of the personnel to the technological solutions offered. The airport is focused on “sustainability” with its extensive infrastructure,
central geographical location and wide network.
BRAND S T R AT E GY
İSTANBUL AIRPORT IS THE CENTER OF ATTRACTION FOR THE WORLD
Istanbul Airport, which was designed and implemented to realize a dream, has proved itself in the international aviation industry from the very first day. It has established
itself as the soon-to-become "new attraction hub of the world" and Turkey's gate to the globe as a global transfer hub in its first year.
In addition to the goal of making Istanbul Airport one of the most preferred airports in the world, another priority is to contribute to the brand of Turkey and Istanbul with
such a project that will race to the top on the global stage in many aspects. Turkey is a country that has marked the history as the crossing path of civilizations with its
culture, geography, commercial potential, people and hospitality. It is possible to see this mark in almost every area. The airport is where Turkey's cultural and heritage
values, and the citizens of the world meet. It is aimed to contribute to the brand improvement of Turkey by promoting its 81 cities and Istanbul, also known as "the city of
seven hills". We follow the brand equity systematically and periodically with a marketing plan, support it with our communication activities, and keep improving it in
accordance with the agenda of the day and opportunities.
BRAND S T R AT E GY
WHAT'S THE BRAND PROMISE OF İGA ISTANBUL AIRPORT?
While carrying out activities in line with communication works and
marketing plans in a wide range from the products and services offered at
Istanbul Airport to important developments related to the airport,
passenger segment groups are reached in a way that also supports the
airport's business goals;
Services that meet the brand promise and comfortable airport
experience opportunities that are presented to our guests
include the following fundamental topics.
ACCESSIBLE
AIRPORT
GUEST-ORIENTED
AIRPORT
SUSTAINABLE AND
ECO-FRIENDLY
AIRPORT
CHILDREN AND
FAMILY FRIENDLY
AIRPORT
FAMILIES
WITH
CHILDREN
GENERATION Z
SMART AIRPORT
PEOPLE WITH
DISABILITIES
GLOBAL
GUESTS
SPECIAL
PASSENGERS
PASSENGERS
AGED 65+
At the airport, all practices that will provide a personalized travel
experience and comfort for all the groups in this passenger
segmentation are in place.
BRAND S T R AT E GY
BUSINESS
PEOPLE
ISTANBUL AIRPORT
BRAND EXPERIENCE
The one sentence explaining the experience offered by Istanbul Airport:
''It's the largest, also the 'smallest' airport in the world.'' Istanbul
Airport has set a goal to be the one airport that offers families with
children the best travel experience in the world. In the new era after
the COVID-19 pandemic, Istanbul Airport will be a colourful, “Children
and Family Friendly Airport” where everybody will be able to unleash
their inner child.
This experience that Istanbul Airport has to offer will;
• Seperate us from the competition,
• Provide opportunities for us to carry out projects within the scope
of a specific theme/concept/field of expertise,
• Significantly reduce airport and flight anxiety,
• Have a significant effect on families during all stages of their
travels,
• Allow us to create an emotional bond with everyone by bringing
people from every walk of life together around the same emotion.
BRAND S T R AT E GY
DIGITAL TRENDS TO POSITION
THE BRAND
Augmented Reality (AR) and Virtual Reality (VR)
Big Data
Cyber Security
Autonomous Travel
Contactless Transactions
Digital Wallet, Digital Travel Experience
5G – High Speed Connection
E-commerce Platform
Biometric Solutions
Chatbot, Voice Assistant
Zero Emission Airport / Climate-Smart Airport
Internet of Things (IoT) Platform
Personalized Travel
BRAND S T R AT E GY
OUR UNDERTAKINGS
To make Istanbul Airport the center
of international aviation,
To contribute to Turkey's
economic and financial
growth,
To make Istanbul Airport the most
important global transfer hub,
To be the airport with the most
international connections in the
region,
BRAND S T R AT E GY
To actively work in the fight against the climate
change and the reduction of emissions.
To contribute to the employment
rate every passing year, by
employing approximately 70,000
people so far with the completion of
the first phase,
BRAND
STRATEGY