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Airports Council International

Branding and Communications Audit and Strategy

Client:Airports Council International North America

Capabilities:Brand Strategy

Link:ACI-NA Website

With memberships from airports in the United States, Canada, and Mexico, Airports Council International North America (ACI-NA) is the leading association for airports and the businesses that support them. They are committed to help improve airport operations and development, commercial activities, safety, security and quality customer service. With the goal of improving their communications and more clearly communicating their value to members, ACI-NA reached out to Carousel30 to conduct a brand and communications audit and provide strategic recommendations.


Improve Association Branding and Marketing Capabilities.

The challenge

As the leading organization of its kind, Airports Council International had a strong presence in its market. With the goal of increasing its relevance to members, attracting more members from related industries, and focusing its communications efforts in order to be more effective in marketing to this audience, ACI-NA challenged Carousel30 with identifying the ways in which they could improve the effectiveness of marketing without increasing the time or cost needed to communicate with current and prospective members.


Conduct a Comprehensive Brand Audit and Develop a Strategy to Grow.

The process

To provide a fact-based strategic approach that would provide ACI-NA with the strategy it needed to achieve its goals, Carousel30 performed both qualitative and quantitative research which included focus groups with both internal and external constituents, as well as an online survey which was served to current, prospective and lapsed members. In addition to research and analysis, a brand and communications audit was performed to compare and evaluate the different methods used to communicate with ACI-NA’s diverse audiences.


A forward-thinking, member-centric strategy.

The solution

The outcomes of this project was a series of forward-thinking and member-centric strategic recommendations that aimed to improve the effectiveness of ACI-NA’s communications, while maintaining a strong brand identity and positioning within their industry. Key to the success of the brand strategy was the development of guidelines that were practical yet innovative and positioned the organization as one which would continue to grow over time. With a strategy focused on demonstrating value to members at every touchpoint, the outcomes of Carousel30’s work with ACI-NA will continue to benefit the organization.