Gategroup: Brand Repositioning

In a commoditised airline market, operators are constantly striving to stand out by delivering superior value through a distinctive passenger experience. 

Gategroup had a strong reputation as a reliable logistics supplier to airlines but clients struggled to see their value beyond this role, that is as the inspiring and innovative partner that could help them achieve their goals. 

We repositioned Gategroup as a ‘brand experience company’, developing a new purpose and immersive promise for their offering.

We applied this position to their core offerings: gastronomy and hospitality, inspired by a philosophy and set of values the brand would live by.

We brought Gategroup’s new positioning to life through a holistic proposition: ’Gategroup Studios’. Each ‘studio' being a bespoke service design that’s exclusively created, named and designed to serve a high-value customer. 

We started with Europe’s biggest airline, Lufthansa. We named their offering Studio 508 - short for Lufthansa HQ coordinates in Frankfurt. A hub of innovation, inspired by the world, but grounded in its origins. Resulting in Gategroup securing the largest deal in its history.