Doncaster Sheffield Airport, the fastest growing airport in the UK, had the opportunity to sponsor the former Sheffield Arena. As part of a 6-figure, 3-year naming rights deal, the venue was renamed to the "FlyDSA Arena".
As part of the sponsorship we partnered with the DSA team to create the The FlyDSA Arena. Research had showed that the majority of Sheffield resident did not consider Doncaster Sheffield Airport to be their local airport. As part of creating a new brand, we needed to make sure the existing 'DSA' branding was prevalent in order to increase the presence of the airport in the wider South Yorkshire region. At the same time, we needed to create something which was appropriate for an entertainment venue.
As well as creating a meaningful and effective brand, it's also important to consider the relationship with other brands belonging to the same group or organisation.
The name "FlyDSA Arena" was chosen to reflect the airport's website URL, "flydsa.co.uk" - it was agreed that "Doncaster Sheffield Aiport Arena" would not be concise or memorable enough. We used typefaces and colours from the existing DSA brand to reinforce their branding presence at the arena, but added a fun script font and vapour trail which we felt was more appropriate for an entertainment venue.
The FlyDSA Arena brand was launched at an event hosted by Hallam FM and was warmly received by all audiences. We effectively rolled out the brand across all the signage and marketing materials at the venue, and the work has also gone on to win an international branding award.
We are very happy with the work that Moirae have delivered on this project. The team have done a great job and we look forward to working with them on projects in the future.
KATE STOW - HEAD OF MARKETING
