Just days after being voted the "Best Business Airline" at the World Travel Market (WTM) expo, Gulf Air has been chosen for the '2006 DBA Design Effectiveness' Award in the Corporate/Brand Identity category (over £100,000) from UK-based Design Business Association (DBA).
A panel of judges, comprising internationally recognised brand and communication gurus, chose Gulf Air among several entries submitted by international brand/design consultants and agencies, on behalf of their clients.
The entry by Landor Associates, US, the design and brand consultants to Gulf Air, won the award recognising Gulf Air's dramatic turnaround with the successful implementation of 'Project Falcon' and revitalisation of Gulf Air as one of the leading service brands of the world.
The award was announced at a glittering ceremony held at the prestigious Hurlingham Club, London, in the presence of 330 international design consultants and their clients.
"We are delighted at the recognition," says Gulf Air Acting President and Chief Executive Ahmed Al Hammadi. "It is one more sterling example to prove the success of Gulf Air's brand-led business transformation.
“Our investment in the Gulf Air brand, its people, services and equipment continues to yield satisfying results and there can be no better endorsement than this."
The DBA's annual Design Effectiveness Awards are prestigious and authoritative as it is the only award scheme that uses commercial data as key judging criteria. Established in 1986, the DBA promotes professional excellence through productive partnerships between commerce and the design industry.
"Branding is a complex, multifaceted process that differentiates a company and establishes a personality, which is not only appealing but also endearing," says Gulf Air Vice President Marketing and Sales Lee Shave.
"The personality of brand Gulf Air reflects this – the hallmark Arabian hospitality, modern entrepreneurial principles, contemporary, and above all, a corporate statement.
“The award demonstrates what our investment in a well-thought-out and professionally executed brand and business strategy can achieve."
In April 2003 Gulf Air appointed Landor Associates, US - a well known brand consulting and creative design services organisation – as consultants for its re-branding strategy following which several innovative design elements were introduced.
The changes were designed to communicate a sense of a bold airline, with modern entrepreneurial principles and traditional Arabian values, building on its strong geographic, historic and cultural links in the region.
Helped by the strong platform laid out by Landor, Gulf Air went on to win global recognition for its performance turnaround through several awards. It was awarded the Airline Turnaround of the Year 2003 by the Centre for Asia Pacific Aviation, and received the industry’s top honour of a Platinum Award for the Best Middle East and North Africa Airline at the 2004 and 2005 MENA Awards. It also won the Most Improved Airline, Best First Class Food and Best Business Class Check In categories at the 2004 Skytrax Awards.
In November 2005, Gulf Air scooped two prestigious awards at the 12th Annual World Travel Awards. The airline won the Middle East Leading First Class Airline and also won the World’s Leading Airport Lounge, for the Landor-designed First and Business Class lounge in the Kingdom of Bahrain.
In March 2006 it was awarded the prestigious Mercury Award for 2005 taking the Gold in the onboard service category and was also named the overall winner by the International Travel Catering Association (ITCA) for its innovation, quality in application and customer satisfaction within the wide sphere of onboard service.
Topping the stake of awards is the "Best Business Airline" award that Gulf Air won at the recent British Travel Awards, the finale of World Travel Market Expo.
About Gulf Air
Founded in 1950, Gulf Air, owned by the Kingdom of Bahrain and the Sultanate of Oman, is the only truly Pan Gulf carrier in the Middle East region.
The regional, geographic and cultural values that the airline has embraced over more than half a century are still central to defining its brand and service ethos.
Today the airline’s network stretches from Europe to Asia and covers 50 cities in 30 countries. The fleet comprises 34 aircraft and has the distinct advantage of possessing the strongest network across the Middle East.
A platform for sustained commercial operation has been established over the past three years as part of a multi-phased turnaround programme. It has also provided a framework for a succession of innovative products and services including the unique Sky Chefs and Sky Nannies that form part of Gulf Air’s ’smart airline, successful business’ vision.
International recognition has been achieved as a result of the turnaround programme leading to numerous awards for the airline’s innovative and high quality products and services: These include:
• Best Onboard Catering in First and Business Class (Skytrax World Airline Catering Awards 2005)
• Best designed in-flight magazine (American Creativity Awards,2005)
• Middle East Leading First Class Airline (World Travel Awards 2005)
• World’s Leading Airport Lounge (World Travel Awards 2005)
• Middle East & North African Platinum Best Airline (MENA Travel Awards 2004
• Most Improved Airline (Skytrax Awards 2004)
• Middle East First Class Airline (Arabian Business Awards)
• Best new product launch for in-flight services (PAX international Readership Awards)
• Best First Class Onboard Food (Skytrax Food Category 2004)
• Best Business Class Check-in (Skytrax Check-in Category 2004)
• Middle East region’s best airport restaurant for its restaurant in Bahrain International Airport lounge (PAX International Readership Awards 2005)
Official Airline and Sponsor of the Gulf Air Bahrain Grand Prix 2007
