Montréal-Trudeau International Airport launches a new brand identity

published on May 9, 2019
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The Montréal-Trudeau International Airport (YUL for airport code lovers) is constantly growing and innovating, adding more routes each year and welcoming more guests than ever before. And, just in time for the busy spring and summer travel season, Aéroports de Montréal (ADM), the independent corporation responsible for the management, operation and development of YUL Montréal-Trudeau International Airport revamped their brand identity.

In 2018, ADM launched a strategic plan for YUL Montréal-Trudeau International Airport. Led by CEO, Philippe Rainville, and his team, the plan put forth an ambitious vision to increase capacity and modernize facilities. Even more, the plan marked the beginning of a culture change focused on the passenger experience.

A brand in the image of ADM’s values

ADM translates its core values in the everyday expression of the brand through the humanity, expertise and professionalism of airport staff, right through to the design of infrastructure and amenities to improve the traveler experience.

As international airports around the world are rethinking their roles in the overall destination experience, the ADM team recognized an opportunity to position itself as vibrant expressions of the destination. While some airports are trying to create experiences that are larger than life, YUL is focused on moments that are filled with life: Montréal moments.

Customers at the heart of the new vision

Airports are no longer places that people simply pass through to get somewhere else. They are places of transition, places of reflection, workspaces, the scenes of tearful good-byes and joyous reunions. Recognizing this, YUL is focused on making the customer experience at the airport as comfortable as possible: limiting wait times, providing low-stimulation spaces to recharge, offering a diverse list of food and shopping options that reflect the flavours and personality of Montréal. The emphasis on the human factor also ensures that airport staff are trained to smoothly manage the process of moving passengers through the airport as seamlessly and efficiently as possible.

The five pillars of the new brand

The new brand sets out key values that will guide the operation and future development of YUL Montréal-Trudeau International Airport, which rests on five pillars that form YUL's promise to its customers, staff and partners:

1. Safety and security are an absolute priority.

2. Fluidity in all processes and relationships.

3. People, the living embodiment of the brand, are YUL’s greatest strength.

4. A commitment to continuously exceed expectations.

5. MONTRÉALitude is part of YUL’s DNA and inspires all services provided.

The new “YUL” identity for the Montréal-Trudeau International Airport, with its vibrant raspberry red and sophisticated, modern design, reflects the innovation, professionalism, vitality and accessibility that are hallmarks of the YUL experience.

The Montréal experience begins and ends here

The Montréal-Trudeau International Airport will be the first contact travellers have with the destination and it will also be their last Montréal experience before their departure. That’s why YUL is increasingly dedicated to making the airport experience extension of Montréal: great food, top-notch shopping, and overall feeling of warmth and comfort. Art is a mainstay, and several art works are exhibited throughout various corners of airport. And for those craving luxury, a selection of VIP lounges enable busy businessfolks to unwind in the most opulent of settings.

Focus on sustainability

The new brand identity also reflects the sustainable approach to the airport. The new jetty of the Montréal-Trudeau Airport incorporates six key environmental elements and has earned the building its first LEED certification. Future developments will continue this environmentally responsible approach to infrastructure improvements that combine sustainability with improve customer experiences.

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