Birmingham Airport is changing its name – by officially jettisoning its “International” tag.
Airport bosses have agreed an extensive re-branding exercise which will see the complex revert to Birmingham Airport instead of BIA, it has been revealed.
Logos and signage will be changed ahead of next spring’s merger of the complex’s two terminals into one facility as part of a new £13 million redevelopment.
The change of identity will see new shops and restaurants created and the security area increased for passengers.
Airport spokeswoman Justine Hunt said: “We are officially dropping the BIA tag and will be Birmingham Airport in future.
“Given that we are an international airport, and have international flights, I do not think that we need to say that we are international.
“We are not just European, we fly internationally to the likes of Dubai, New York and Asia.”
The airport has appointed Wolverhampton-based PR agency Connect to manage the re-branding.
Jo Lloyd, the airport’s head of brand, said: “We have plenty of spare capacity, enough to take another nine million passengers.
“Of the eight million people living within one hour’s drive, less than 40 per cent currently use Birmingham so we need to make ourselves more visible to this market.”
Ms Lloyd said the airport could be considered a solution to overcrowding at Heathrow, helped by a proposed high speed rail link from London to Birmingham.
She said: “We’re the only UK airport with planning consent for a runway extension and the plans for a high Speed Link will reduce the rail journey time from London to just 38 minutes.
“We therefore see ourselves in a vital position as a strategic national asset, which can easily form part of the solution to the ‘Heathrow Problem.’
“As such we need to create positive awareness about Birmingham’s potential, to foster a sense of pride and grow loyalty from passengers living in the one and two-hour catchment.”
The airport’s new identity will be featured throughout the redeveloped terminal, which will be unveiled in the spring.
Birmingham is the UK’s sixth largest airport.