Title	PARIS AEROPORT
Brand	GROUPE ADP
Product/Service	SERVICE
Category	A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
Entrant	BABEL STRATEGIE ET COMMUNICATION Paris, FRANCE
Idea Creation	BABEL STRATEGIE ET COMMUNICATION Paris, FRANCE

Name	Company	Position
Paul Wauters	Babel Stratégie et Communication	Creative Director
Delphine Bommelaer	Babel Stratégie et Communication	Creative Director
Claire Desre Morel, Sylviane Achard, Stéphane Bidel, Dimitri Girard, Léa Magnan	Babel Stratégie et Communication	Art director
Marion Maggiorani	Babel Stratégie et Communication	Art director

The Campaign

Don’t say “Aéroport de Paris” but “Paris Aéroport“. The agency has created a new brand for the travelers, with a new visual identity and a new signature: PARIS LOVES YOU, a simple reversal of the message on a million T-shirts, which holds a powerful brand promise. It says Paris doesn't take your love for granted. It celebrates love in the city where love hadn't exactly been in the air because of recent events. Paris loves you is a rallying cry for all airport personnel to go the extra mile and to welcome the world to a radiant Paris, with its famous frivolity and 'savoir-vivre'. The world has given a lot of love to Paris, it was time to give some back, the way only Parisians can. It’s the announcement of new beginnings for a historical group, the deployment of a new brand in airports, the launch of an advertising campaign.

Creative Execution

The logo is a graphic interpretation of the Eiffel Tower, but more importantly, it translates what Paris stands for historically: the city of light. This is where the enlightenment was initiated and where today a vibrant mix of ideas in food, fashion, design, music and architecture still attracts the most visitors of any city in the world. The rays that shine like a beacon from the Eiffel Tower make their way through the entire campaign, whether it's a security sign, an advertising poster, a business area, a play zone or the bus that takes you into town. It's a unique and flexible visual language, ranging from décor to subtle signature. The bilingual tone-of-voice combines simple information with a touch of ohlala in the sub-line. In the film, Paris icon Virginie Ledoyen whispers a declaration of love from Paris to its visitors, showcasing the light and lines of the airport architecture.

Indication of how successful the outcome was in the market

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The purpose of the rebranding and repositioning of the ADP group (Aéroport de Paris) was to create a true service brand, and to consider that the Parisian airport had to be a traveler's first positive experience of Paris. To mirror Paris, the tone of voice had to convey romance, elegance and frivolity. “Paris loves you” is not just a tagline, it’s a mission for all staff and management, to create excellence in every touch point, from friendly service to creating a feeling of safety and reducing waiting times.