Priority Pass launches global brand refresh by Designate

Priority Pass, part of the Collinson Group and the original and world’s largest independent airport lounge access programme, announces a refreshed brand proposition designed and delivered by strategically-led creative agency Designate.

The newly designed brand identity and marketing collateral, which has been rolled out globally and translated into twelve languages, gives Priority Pass a contemporary edge while retaining and showcasing its considerable brand equity.

Across the world, banks, credit card providers, telecoms operators and consumer brands offer Priority Pass as a valuable benefit in their companies’ reward programmes.

The new Priority Pass brand identity reflects the changing needs and expectations of the frequent flyer and was created following extensive member research in Asia, Europe and the US.

A premium experience

Priority Pass appointed Designate in 2013 following the agency’s global repositioning of its parent company, the Collinson Group, the previous year.

Designate’s strategy for the rebrand was to create an identity which reflects the fact that Priority Pass revolutionised the airport experience across the globe, and 23 years on is still the world leader in this field. Priority Pass also boasts over 850 lounges, more than any other provider, and is committed to outstanding customer service. The agency developed the new branding around the conviction that Priority Pass holds premium status in the market.

Caroline Douglas-Hamilton, Account Director at Designate, says: “A simple, elegant ‘P’, incorporating a number one which forms the backbone of the new logo, perfectly showcases the brand’s world-leading status and its history as the pioneer in this market.”

Designate also focused on the brand’s dedication to its customer base, a growing community of travellers who enjoy an enhanced luxury experience every time they travel.

“This is travel as it should be, no matter who customers travel with, or where their seat is on the plane,” explains Douglas-Hamilton. “The overarching brand campaign, ‘welcome to Lounge Class’, encapsulates the Priority Pass experience, setting the gold standard for tranquillity, service, space and comfort.”

In addition to the visual identity, Designate also established a new tone of voice and brand values for Priority Pass, applying the fresh, clean and simple aspects of the new design to every aspect of the brand, from how it describes itself to how it addresses clients, partners and customers. These values have been rolled out across the brand’s global offices, using extensive brand guidelines, training collateral and workshops to ensure that Priority Pass staff worldwide would fully embrace the new brand positioning.

This approach is echoed across all marketing collateral, from the Priority Pass membership card to the website, eCRM materials, welcome packs and in-flight advertising. The rebrand also marks the first venture by Priority Pass into digital membership, with members now able to check in at the majority of Priority Pass’ 850 plus lounges by simply scanning their mobile device.

Looking to the future

Following today’s launch, Designate will continue to work with Priority Pass to monitor the success of the new identity and materials, having put a series of key measurements in place.

Stephen Simpson, Global Marketing Director, Lifestyle Benefits at Collinson Group says: “We are hugely impressed with the brand strategy that Designate has created for Priority Pass, which showcases our much enhanced product that we now offer our clients and members, as well as highlighting our market-leading position. We look forward to working with Designate on future phases of the project, as the Priority Pass brand evolves further.”

Douglas-Hamilton adds: “This is a significant refresh for a major global brand, and it has been a privilege to work on the project. We are extremely proud of the result and are now excited about taking the next steps with Priority Pass.”

  Branding, Collinson Group, Design, Designate, Global, identity, Marketing, Priority Pass, Re-design