the story
• major housing provider offering quality rented homes
for those on low incomes
for those on low incomes
• needed to shift its image from being perceived as a specialist airport housing
provider to a broad-based
housing association
housing association
the strategy
• following detailed discussions with Airways’ tenants, suppliers and staff aab found there was a need to take the Group’s message back to its core values in order to help audiences understand its new
identity
• crucial to communicate in a reader friendly way without dumbing down in order to
appeal to varied target audience including tenants, banks and local authorities
the solution
By providing good quality housing Airways puts the keys to a better way of life
in its tenants’ hands. AAB came up with a strapline ‘The keys are in your hands...’ and carried out a series of tenant case studies profiling their lifestyles and
demonstrating how Airways has supported them to live their lives to the
fullest. Specially commissioned photography featured tenants with their house
key rings which highlighted their hobbies. The viewer makes an immediate
connection between quality of life and home.
This one-message approach created powerful, reader-friendly material that any
audience could understand.
the impact
• “The keys are in your hands...” campaign captured Airways’ identity so well they chose to use it across communications platforms in their
R&A as well as in a series of press advertisements
• A recent survey of tenants revealed over 80% felt a sense of belonging to the
Airways Housing community
• Airways Housing is now viewed as a leading housing provider in the South East
with a strong commitment to improving quality of life
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